Pengaruh Perceived Effectiveness Terhadap Manfaat Ekonomi dan Konsumsi Berkelanjutan E-Marketplace di Indonesia Pada Masa Pandemi Covid-19

Pranindya, Claresta Dwi (2021) Pengaruh Perceived Effectiveness Terhadap Manfaat Ekonomi dan Konsumsi Berkelanjutan E-Marketplace di Indonesia Pada Masa Pandemi Covid-19. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi Covid-19 yang tak kunjung usai telah berdampak negatif pada kondisi ekonomi global, termasuk Indonesia yang ditandai oleh pertumbuhan Produk Domestik Bruto (PDB) pada tahun 2020 mengalami kontraksi sebesar 2,07 persen dibandingkan tahun 2019. Selain itu, tercatat 82,85 persen perusahaan di Indonesia mengalami penurunan pendapatan akibat pandemi Covid-19. Hal tersebut tidak terlepas dari menurunnya aktivitas ekonomi domestik sebagai dampak kebijakan pemerintah seperti wajib melakukan protokol kesehatan, PSBB, dan PPKM. Pandemi Covid-19 juga berdampak pada perilaku konsumen yang saat ini semakin beralih ke pembelian online, salah satunya pembelian melalui ¬e-marketplace yang mengalami peningkatan. Saat ini, pemasaran media sosial banyak dilakukan dan menjadi strategi teknik pemasaran di masa pandemi saat tidak mudah menjangkau calon konsumen secara langsung. Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh perceived effectiveness dan keefektifan pemasaran media sosial terhadap manfaat ekonomi dan konsumsi berkelanjutan pada e-marketplace Indonesia di masa pandemi Covid-19. Penelitian ini juga bertujuan untuk mengetahui peran ketakutan pandemi sebagai moderator hubungan antara perceived effectiveness, manfaat ekonomi, dan konsumsi berkelanjutan. Pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online kepada 233 responden yang merupakan pelanggan Shopee dan mengikuti akun media sosial Shopee. Selanjutnya data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa perceived effectiveness berpengaruh positif terhadap manfaat ekonomi, serta manfaat ekonomi memediasi hubungan perceived effectiveness dengan konsumsi berkelanjutan e-marketplace di Indonesia pada masa pandemi Covid-19. Keefektifan pemasaran media sosial berpengaruh positif terhadap manfaat ekonomi dan konsumsi berkelanjutan e- marketplace Indonesia di masa pandemi Covid-19. Namun, ketakutan pandemi tidak memoderasi hubungan perceived effectiveness dengan manfaat ekonomi dan hubungan manfaat ekonomi dengan konsumsi berkelanjutan.
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The Covid-19 pandemic is not only about public health crisis, it has also affected global economy condition, including Indonesia. Indonesia’s Gross Domestic Product (GDP) fell more than expected in 2020, which recorded a contraction of 2,07 percent compared to 2019. In addition, it was recorded that 82,85 percent companies in Indonesia experienced a decline in income due to the Covid-19 pandemic. This is caused by the decline in domestic economic activity as a result of government policies such as mandatory health protocols, also public activity restrictions like PSBB and PPKM. The Covid-19 pandemic also had an impact on consumer behavior which currently increasingly shifting to online purchases, like e-marketplace which experiencing an increase in sales. Nowadays, social media is a popular marketing, especially in pandemic situation.This study aims to analyze the effect of perceived effectiveness and social media marketing on the economic benefits and sustainable consumption of Indonesian e-marketplace during the Covid-19 pandemic, as well as to determine the role of pandemic fear as a moderator of the relationship between perceived effectiveness, economic benefits, and sustainable consumption. The data was collected using a survey by distributing questionnaires online to 233 respondents who purchased on Shopee platform during pandemic and following Shopee’s social media account. Furthermore, the data were analyzed using Structural Equation Modeling (SEM). The results show that perceived effectiveness has a positive effect on economic benefits, economic benefit positively influence sustainable consumption, and economic benefit mediates the relationship between perceived effectiveness and sustainable consumption of Indonesian e-marketplace during the Covid-19 pandemic. Social media marketing effectiveness positively influences economic benefit and sustainable consumption of Indonesian e-marketplace during the Covid-19 pandemic. However, pandemic fear did not moderate the relationship of perceived effectiveness, economic benefit, and sustainable consumption.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Perceived Effectiveness, Efektivitas Pemasaran Media Sosial, Ketakutan Pandemi, Manfaat Ekonomi, Konsumsi Berkelanjutan, SEM, Moderasi, Perceived Effectiveness, Social Media Marketing Effectiveness, Pandemic Fear, Economic Benefit, Sustainable Consumption, SEM, Moderation
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	Claresta Dwi Pranindya
Date Deposited:	22 Aug 2021 14:48
Last Modified:	22 Aug 2021 14:48
URI:	http://repository.its.ac.id/id/eprint/89095

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