PERILAKU IMPULSIVE BUYING MASYARAKAT BANDUNG RAYA PADA MASA PANDEMI COVID-19 BERDASARKAN PERBEDAAN GENDER

Evaluasi Program A-Life

  • Nanda Ravenska Politeknik STIA LAN Bandung
  • Pepi Zulvia Politeknik STIA LAN Bandung
Keywords: impulsive buying, consumer behavior, gender

Abstract

This study was conducted to understand impulsive buying behaviour based on gender (male and female) during the pandemic. The study used a survey in the Greater Bandung area (Bandung City, Cimahiy City, Bandung Regency and West Bandung Regency) using quantitative methods and analysis of different tests. Judging from the overall results in the Levene's Test difference test, it proved that impulsive buying answered the hypothesis that assuming (equal variances assumed) there was no significant difference (0.606>0.005) between men and women in the pattern of impulsive buying behaviour during a pandemic. So the results of the study show that there is no difference between men and women in impulsive buying behaviour during the Covid-19 pandemic.

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Published
2022-02-06
How to Cite
Ravenska, N., & Zulvia, P. (2022). PERILAKU IMPULSIVE BUYING MASYARAKAT BANDUNG RAYA PADA MASA PANDEMI COVID-19 BERDASARKAN PERBEDAAN GENDER. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(1), 15-26. https://doi.org/10.32815/jibeka.v16i1.133