PILIHAN KONSUMSI MASYARAKAT SURABAYA DI MASA PANDEMI COVID-19

CONSUMPTION CHOICE SURABAYA CITIZEN DURING THE COVID-19 PANDEMIC

Penelitian ini dilakukan dalam rangka mengetahui pilihan konsumsi masyarakat  Surabaya yang dipengaruhi oleh pandemi covid-19 dalam menentukan kebutuhan yang paling prioritas dan faktor-faktor apa saja yang mempengaruhi pilihan konsumsi di tengah pandemi covid-19 tersebut. Teknis pengumpulan data dari penelitian ini yakni dengan penyebaran kuesioner pada responden, sedangkan teknik Analisis Data penelitian ini menggunakan analisis deskriptif untuk mengolah data kuantitatif. Dalam kesimpulannya peneliti menarik kesimpulan bahwa pandemi memberikan dampak yang besar terhadap ekonomi masyarakat Surabaya terutama terkait penurunan pendapatan, pembelian dalam jumlah banyak dan pengskalaan prioritas di masa krisis, sedangkan kebutuhan yang menjadi prioritas ialah Internet, Makanan segar, Obat-obatan, Kebutuhan personal higienis &  produk kebersihan, serta kebutuhan komunikasi, adapun faktor-faktor pertimbangan utama Masyarakat Surabaya ialah Faktor lingkungan yakni krisis pandemi covid-19, Harga yang terjangkau, Kondisi ekonomi masyarakat, Distribusi yang mudah, Produk/Jasa tersebut berkualitas.

Kata Kunci :covid-19, konsumsi, prioritas, pilihan konsumen

This research was conducted in order to find out the consumption choices of Surabaya people affected by the covid-19 pandemic in determining the most priority needs and what factors influence consumption choices in the midst of the covid-19 pandemic. Technical data collection from this study is by disseminating questionnaires to respondents, while the data analysis technique of this study uses descriptive analysis to process quantitative data. In conclusion, researchers draw the conclusion that the pandemic has a big impact on  the economy of the people of Surabaya, especially related to the decrease in income, purchases in large quantities, and scaling priorities in times of crisis, while the needs that become a priority is the Internet, Fresh food, medicines, hygienic personal needs & hygiene products, as well as communication needs, as for the main factors of consideration of the People of Surabaya is environmental factors namely the pandemic crisis covid-19, affordable prices, economic conditions of the community, easy distribution, quality products/services.

Keywords: covid-19, consumption, priority, consumer choice