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17 Technium Soc. Sci. J. 160 (2021)
Rational Buying Motive and Emotional Buying of Consumers in the Era of Covid-19 Pandemic

handle is hein.journals/techssj17 and id is 160 raw text is: Technium Social Sciences Journal Vol. 17, 160-165, March, 2021 ISSN: 2668-7798 SOCIAL SCIENCES JOURNAL www.techniumscience.com Rational buying motive and emotional buying motive of consumers in the era of Covid-19 pandemic Tony Seno Ajil , Rachma Indrarini2, Choirul Nikmah3 1 23 Universitas Negeri Surabaya, Indonesia tonyseno@unesa.ac.id', rachmaindrarini@unesa.ac.id2, choirulnikmah@unesa.ac.id3 Abstract. Currently, the world is experiencing a Covid-19 pandemic outbreak, including Indonesia. Since March 2020 the number of Indonesia's population who has been confirmed positive has increased sharply. This has an impact on changes in the social, cultural, economic and religious structures. The biggest impact was seen in the economic sector, where many companies suffered losses due to decreased purchasing power. People experience consumption behaviour changes during a pandemic, namely panic buying for certain goods-medical equipment and necessities. This research aims to analyse the effect of rational buying motive and emotional buying motive on purchase intention of consumer goods products during the Covid 19 pandemic. This study uses a quantitative method using multiple linear regression. This study found that rational buying motive positively affects purchase intention of products of convenience goods, while emotional buying motive does not affect. In general, people in urban areas still have a rational buying motive in purchasing daily necessities during the pandemic era. Keywords. rational motive buying, emotional motive buying, purchase intention Preliminary The Covid-19 outbreak has forced changes in social, cultural, economic and religious activities. The government has made calls to work, study, worship at home since mid-March 2020. Activities that used to be in various places are now centred only in the house. The pandemic also changed the lifestyle of Indonesians towards technology. The Covid-19 pandemic could build on the acceleration of technological inclusion more broadly to citizens' smallest community. The Covid-19 pandemic impact on the economy can be seen from the realisation of Indonesia's economic growth in the first quarter of 2020, only around 2.97 per cent (YoY) (see figure 2). The economic growth in the first quarter of 2020 was lower than the first quarter of 2019, which was 5.07% YoY and the fourth quarter of 2019, which was recorded at 4.97% YoY. Far from the target of about 5 per cent, it is likely that it will be even smaller in the 2nd and 3rd quarters. Even the worst scenario, according to Sri Mulyani, Indonesia's economic growth in 2020 could reach a figure below 0 per cent (minus). 160

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