The effect of the COVID-19 pandemic on consumer behaviors: A study on gen-z in Indonesia

Pandemic crises affect economic conditions both in terms of supply and demand. New post-pandemic attitudes and behavior patterns called The New Normal will change consumer behavior in the long run. The companies and manufacturers need to understand the changes in consumer behavior to maintain and increase market share. The study aims to examine the impact of the coronavirus pandemic on changes in Gen-Z behavior. The results explain and predict changes in Gen-Z behavior as reference material for marketing strategy design and a reference source for future research. This research uses a qualitative approach that is focus group discussion. The study was conducted in Indonesia in April 2021 with the younger generation as informants. This study specifically selected Generation Z as the target because this generation has unique characteristics and is currently the largest consumer. The results showed that the Covid-19 pandemic requires Gen-Z to adapt quickly and perform various activities that they usually do in digital ways, such as studying, working, shopping, physical exercise at home online. Covid-19, which has plagued the world in the long run where solutions are still not formulated, has Gen-Z with concerns about the future and health. Gen-Z becomes more concerned about physical health by paying attention to food intake and consuming more vitamins. To balance mental health, Gen-Z used online applications that are entertaining, such as online games, online concerts, and online recreation. Gen-Z's new behaviors and habits tend to consume more social media or apps that they can use to develop themselves.

Marketing strategy design based on information technology in batik small and medium-sized enterprises in Indonesia

During the pandemic, the Indonesian authorities are committed to limiting the social and economic mobility of the community. One of the activities carried out is online purchases. With changes in people's behavior towards meeting online needs, small and medium-sized enterprises will be able to use information technology in making online marketing of products sold to consumers. The object of this research is batik small and medium-sized enterprises in Indonesia. At this time, many batik small and medium-sized enterprises have used online marketing, but it has not been said to be optimal. It can be shown that there are still many batik small and medium-sized enterprises that have experienced a fifthly percent decline in sales during the pandemic. Therefore, batik small and medium-sized enterprises must be able to increase sales capacity through online marketing to increase profitability. The purpose of the study is to identify both internal and external factors in order to instigate a better strategy to improve the firm’s market. This research uses qualitative and quantitative methods. The method used is to integrate the Strength Weakness Opportunities Threats and Analytic Hierarchy Process methods to increase profitability. These results are in the context of the Strengths Opportunity strategy, which includes analyzing the potential of digital marketing and developing innovative business models, that batik small and medium-sized enterprises must expand the market by maximizing online marketing and increasing quality and creativity in creating product content online. This research found that a prominent strategy for developing the batik business is the strength and opportunity strategy that takes advantage of strengths and opportunities in order to increase competitiveness.