Analisis Pola Perilaku Konsumen UMKM Kedai Makan Salesa Trenggalek Sebelum dan Selama Pandemi Covid-19

Abstract

This research was motivated by changes in consumer behavior that occurred before and during the Covid-19 pandemic. This condition affects the decision to make a purchase so that the income of the UMKM Kedai Makan Salesa decreases. This study aims to find out and analyze consumer behavior patterns in the UMKM Kedai Makan Salesa Trenggalek before and during the Covid-19 pandemic and find the right solutions and strategies to maintain resilience and stability so that they continue to grow. This research uses a qualitative approach with the type of case study research. Data collection techniques used are observation, interviews, and documentation. The data analysis techniques used are data reduction, data exposure, conclusion drawing and verification. While checking the validity of the data using source triangulation. The results of this study are a comparison of the differences in consumer behavior patterns before and during the Covid-19 pandemic at the UMKM Kedai Makan Salesa Trenggalek. On the search indicator before the Covid-19 pandemic, consumer behavior tends to come directly to the shop, while during the Covid-19 pandemic, consumer behavior tends to use social media to choose menu options. On the indicator of buying (purchasing) before the Covid-19 pandemic, they tended to buy directly from the shop, while during the Covid-19 pandemic they tended to use delivery services. On the indicator using (using) before the Covid-19 pandemic, they tended to consume directly on the spot, while during the Covid-19 pandemic they tended to consume at their respective homes. In evaluating indicators before and during the Covid-19 pandemic, consumers carried out the same behavior, namely by conveying directly to the shop owner, or conveying by sending an assessment via WhatsApp messages.

Keywords: Consumer Behavior, Covid-19 Pandemic, UMKM, Kedai Makan Salesa