Prilaku pengusaha bus pariwisata sebagai konsumen rasional selama pandemi covid-19

Lailyah, Nurzahroh and Rahayu, Tina and FAHIRA, KEKE TAMARA (2021) Prilaku pengusaha bus pariwisata sebagai konsumen rasional selama pandemi covid-19. Jurnal Ekonomi dan Bisnis, 8 (2). ISSN 2503-4413

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This study aims to analyze rational consumer behavior during the Covid-19 pandemic. Rational behavior is considered to be one of the variables that influence decision making in purchasing an item or service during the Covid-19 pandemic. The research method used is qualitative research with a case study approach. The discussion of data analysis in this study is with the following analytical procedures: data reduction, data display, and drawing conclusions, namely verifying. Data collection techniques were obtained from observation, interviews, and documentation. Interviews were conducted with tourism bus entrepreneurs who were affected by the pandemic as respondents in this study. The number of respondents in this study were 7 respondents who had a tourism bus business in the city of Semarang. The data validity technique used by the researcher is source triangulation with analytical procedures including data reduction, data presentation, conclusion drawing and verification. The results of this qualitative study indicate that there has been a change in the consumption behavior of tourism bus entrepreneurs from being consumptive to being more rational during the Covid-19 pandemic. Rational behavior in this study is measured based on needs, abilities, best quality, and optimal utility. Decision making in spending money to buy something is very careful, such as considering aspects of needs not wants, quality, usability of products and services so that product value becomes a top priority in purchasing. The income that tends to decline during the pandemic has resulted in changes in the lifestyle of the tourism bus business to become more rational.

Item Type: Article
Kata Kunci: Consumer behaviour, rational, Covid-19, entrepreneur of tour bus
Subjects: Ilmu-ilmu Sosial > Teori Ekonomi > Ekonomi sebagai ilmu. Hubunugan dengan subjek lain
Ilmu-ilmu Sosial > Teori Ekonomi
Program Studi: Fakultas Ekonomi > Manajemen (S1)
Depositing User: Mr Firman Al Mubaroq
Date Deposited: 14 Mar 2022 05:11
Last Modified: 14 Mar 2022 05:11

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