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Frinov Feldiko Ibhar
Sekolah Tinggi Ilmu Administrasi Lancang Kuning Dumai
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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PERAN PROTOKOL KESEHATAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN HYPERMART DIKOTA PEKANBARU: A Gender Perspective Muhalida Zia Ibhar; Frinov Feldiko Ibhar
Distribusi - Journal of Management and Business Vol. 10 No. 1 (2022): Distribusi, Maret 2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v10i1.230

Abstract

One of the Covid-19 pandemic impacts in Indonesia is changing consumer behavior in making purchasing decisions. In this study, to see involves that occur according to gender in making purchasing decisions after implementing health protocols. The company's implementation of health protocols is a consideration for customers in choosing where they shop. Therefore, this study aimed to see the effect of health protocols on customer purchasing decisions from a gender perspective and conducted this research at Hypermart Pekanbaru. This study took a sample of 400 active customers. This research uses the purposive sampling method, and SEM (Structural Equation Modelling) analysis was used in this study. The results showed that female consumers agreed more with the implementation of the health protocol and had a higher average score than male consumers. Furthermore, this finding revealed a significant effect on implementing suitable health protocols on consumer purchasing decisions. The implementation of health protocols carried out by Hypermart can consistently improve consumer purchasing decisions. Thus, companies must view this health protocol as necessary for consumers during the COVID-19 pandemic, even though the costs incurred tend to be expensive.
Co-Authors Muhalida Zia Ibhar