HOW PRICE PERCEPTION AND TRUST AFFECTED MILLENIAL ONLINE BUYING INTEREST DURING COVID-19 PANDEMIC IN WEST JAVA

Authors

  • Harrie Lutfie School of Applied Science, Telkom University, Bandung
  • Dandy Marcelino School of Economy and Business, Telkom University, Bandung

DOI:

https://doi.org/10.31933/dijemss.v2i2.658

Keywords:

price perception, consumer trust, purchase intention, online buying interest, covid-19 pandemic, millenial generation

Abstract

The implementation of Work From Home also has an impact on the trend of buying interest online. The trend of buying interest online is usually carried out by young consumers or can be called as millenials because they are the ones who use online facilities to fulfill their needs even though they are not in a Covid-19 condition. Interest in buying online is influenced by price perception and level of consumer trust. Aim of this research for find out the influence of price perceptions and consumer trust on online buying interest during the Covid-19 pandemic in millennial consumers in West Java. From the results of this study, it can be concluded that millennial consumers' online purchase interest during the COVID-19 outbreak was influenced by product price perceptions and millennial consumer confidence. These results indicate that efforts to increase interest in buying online can be done by first increasing millennial consumer confidence.

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Published

2020-12-20

How to Cite

Lutfie, H., & Marcelino, D. . (2020). HOW PRICE PERCEPTION AND TRUST AFFECTED MILLENIAL ONLINE BUYING INTEREST DURING COVID-19 PANDEMIC IN WEST JAVA. Dinasti International Journal of Education Management And Social Science, 2(2), 288–298. https://doi.org/10.31933/dijemss.v2i2.658