JRSSEM 2022, Vol. 01, No. 10, 1556 – 1561
E-ISSN: 2807 - 6311, P-ISSN: 2807 - 6494
DOI : 10.36418/jrssem.v1i10.166 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
THE EFFECT OF CHANGE PERCEPTIONS IN PRICE,
SERVICE QUALITY AND BRAND IMAGE ON CONSUMER
SHOPPING BEHAVIOR DURING THE COVID-19
PANDEMIC
Nur Edi Nomalisa
1*
Anggrieni Wisni
2
1,2
Magister Management Universitas Muhammadiyah Yogyakarta
e-mail: nuredi81@gmail.com
1
, anggrieni.wisni@gmail.com
2
*Correspondence: nuredi81@gmail.com
Submitted: 23 March 2022, Revised: 06 May 2022, Accepted: 16 May 2022
Abstract. The COVID-19 pandemic is forcing the world community to adopt new habits, one of
the new habits at once The solution is Gojek as an online delivery service. This research aims to
understand the effect of changes in consumer perceptions in terms of price, quality and brand
image on consumer shopping behavior during the COVID-19 pandemic. The type of research used
is explanatory research, with a quantitative approach. The research subjects are Go-food customers
in Yogyakarta during the COVID-19 pandemic and the objects of research are consumer
perceptions, prices, service quality, brand image and consumer shopping behavior. and customer
satisfaction. Data collection techniques were carried out through questionnaires and
documentation which were analyzed using multiple linear regression. The results showed that
consumer perceptions in terms of price, service quality, and brand image had a significant positive
effect on consumer shopping behavior during the COVID-19 pandemic.
Keywords: changes in perceptions; prices; service quality; brand image; shopping behavior.
Nur Edi Nomalisa, Anggrieni Wisni
| 1557
DOI : 10.36418/jrssem.v1i10.166 https://jrssem.publikasiindonesia.id/index.php/jrssem/index
INTRODUCTION
The COVID-19 pandemic has brought
major changes to human life, especially in
human behavior. Various efforts have been
implemented by the government to
overcome the COVID-19 pandemic, one of
which is establishing health protocol
policies such as wearing masks,
maintaining distance, maintaining clean
hand hygiene and advising to carry out
activities from home (Andriani, 2020). Due
to the rapid spread of the COVID-19 virus,
people need services that are able to make
it easier to carry out activities even though
they are carried out at home.
Gojek is here as a solution to these
problems, this online transportation service
is able to serve various community needs
including transportation services, delivery
of goods, investment, house cleaning,
massage services and the most popular is
Go-food as a food delivery service (Silalahi
et al., 2017). The presence of such services
changes people's behavior in purchasing
decisions, this is because people have their
own perceptions in using online services.
Public perceptions as consumers of
these online services are shaped and
influenced by internal and external factors.
Internal factors include the experience,
needs, expectations and values held by the
community. While external factors include
products, stimuli and environmental
situations (Putri et al., 2018). According to
(Kimes & Laqué, 2011) people now tend to
order food online rather than buying
directly, this is because ordering food
online is considered more convenient and
also profitable. A study conducted by
(Viebig et al., 2009) shows that a price can
affect the behavior of consumer decisions
in shopping. In addition, good service
quality is able to encourage consumer
shopping decision behavior and make
consumers form strong bonds with the
company (Kodu, 2013). While brand image
is also considered important in influencing
consumer shopping behavior, this is
because a brand that has a positive image
will tend to be chosen by consumers when
shopping (D. K. Sari, 2018).
Based on the background of the
problem that has been described, the
researcher is interested in conducting
further research with the title "The Effect of
Changes in Consumer Perception in Terms
of Price, Service Quality and Brand Image
on Consumer Shopping Behavior During
the COVID-19 Pandemic".
METHODS
This research uses an explanation
method, using a quantitative approach. The
explanation method is defined (Jansen,
2010) as a method that describes the causal
correlation between variables through
hypothesis testing. While the quantitative
approach is a scientific method based on
the philosophy of logical positivism which
is operated using rules regarding logic,
truth, law and prediction (Carawan et al.,
2011). The population in this study were
Go-food customers in Yogyakarta during
the COVID-19 pandemic. This research took
30 samples from the population of Go-
Food customers in Yogyakarta due to the
high number of Go-Food service users
through Gojek in Yogyakarta. Because of
this, it allows researchers to obtain
respondents according to the number
1558 | The Effect of Change Perceptions in Price, Service Quality and Brand Image on
Consumer Shopping Behavior During the COVID-19 Pandemic
produced. Meanwhile, the data collection
of this research used a questionnaire in the
form of google docs which was distributed
to several social media platforms. While the
instrument testing in this study used
validity and reliability tests and showed
valid results.
RESULTS AND DISCUSSION
Gojek is a technology company that is
growing rapidly to become the first
decacorn company in Indonesia (Nistanto
& Wahyudi, 2019). Gojek provides various
kinds of community needs including
transportation services, delivery of goods,
investment, house cleaning, massage
services and the most popular is Go-food
as a food delivery service (Aptaguna &
Pitaloka, 2016). Along with the rate of
technological growth, technology
companies have begun to appear that
provide similar services, this situation
indirectly pressures companies to be more
innovative in their services (Maria &
Widayati, 2020).
The price policy set in a company plays
an important role in consumer behavior in
deciding purchases (Chaerudin &
Syafarudin, 2021). Therefore, it is necessary
to have an appropriate pricing strategy so
that prices can be accepted by consumers
and can generate profits for both business
partners and the company. This pricing
strategy needs to pay attention to
purchasing power and target market so
that when a product is introduced to the
public the product can reach the target
market and provide income for the
company (B. Sari & Mahanani, 2017). This is
also in line with research conducted by
(Sharma & Khattri, 2013) which shows that
price has a significant effect on consumer
behavior in shopping.
In addition to price, service quality also
needs to be considered. The resulting
product must be in accordance with the
price offered, so that the benefits received
and felt by customers have a positive value
compared to its competitors. In a study
conducted by (Hidayat & Suwandi, 2013)
with the title "The Influence of Service
Quality on Consumer Purchase Decisions at
Alfamart Palangka Raya City" shows the
results that service quality has a significant
effect on consumer shopping behavior.
Then the Brand Image as one of the
factors that influence consumer behavior
(Yasmin, 2017). This is because today's
society as consumers are very selective in
choosing a product, given the many
choices offered by other competitors. In
addition to quality, consumers also pay
attention to the brand image of a product
used. Therefore, brand image is considered
capable of changing consumer behavior, as
research conducted by (Junaidi, 2019), the
results of this study indicate that brand
image has a positive and significant effect
on consumer behavior in purchasing
decisions.
Thus, companies must analyze
consumer behavior appropriately, this is
because of various factors that influence
consumer behavior. In addition, there are
individual factors that can influence
shopping behavior. Therefore, companies
must periodically analyze consumer
behavior in shopping.
A. Reliability Test Reliability
Is a tool to measure a questionnaire
which is a statistic of a variable or
Nur Edi Nomalisa, Anggrieni Wisni
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construct. The criterion used is that a
construct or variable is said to be reliable
if it gives a Cronbach Alpha value >
0.700. The results of the reliability test
are presented in Table 1 following :
Table 1. Reliability Test
No.
Variable
Cronbach Alpha
Information
1
Behavior Change (X
1
)
0.751
Reliable
2
Price (X
2
)
Reliable
3
Service Quality (X
3
)
Reliable
4
Brand Image (X
4
)
Reliable
5
Consumer Behavior (Y)
Reliable
B. Validity
Test Validity test is intended to test
how well the research instrument
measures the concept it is supposed to
measure. The validity test is carried out
by calculating the correlation between
the scores of each item and the total
score so that the Pearson Correlation
can be obtained. The results of the
validity test can be seen in table 2.
Table 2. Test the Validity
Variable
Instrument
Pearson Correlation
Sig. (2- tailed)
Description
Price
X
1.1
0.586
0.001
Valid
X
1.2
0.670
0.000
Valid
X
1.3
0.523
0.003
Valid
Service Quality
X
2.1
0.553
0.002
Valid
X
2.2
0.467
0.004
Valid
X
2.3
0.390
0.003
Valid
X
2.4
0.603
0.000
Valid
X
2.5
0.478
0.002
Valid
Image Brand
X
3.1
0.505
0.004
Valid
X
3.2
0.513
0.004
Valid
X
3.3
0.545
0.002
Valid
Consumer Behavior
Y
1
0.368
0.000
Valid
Y
2
0.399
0.002
Valid
Based on the data in table 2 it can be
seen that all instruments have a Pearson
correlation value greater than r Table =
0.361 ( N=30) and the value of Sig. (2-
tailed) correlation for all items is smaller
than 0.05 so that it can be concluded that
all statement items are declared valid.
CONCLUSIONS
Based on the results of data analysis and
discussion results, the conclusions from this
study are as follows: 1) Price has a positive
and significant effect on Go-food
1560 | The Effect of Change Perceptions in Price, Service Quality and Brand Image on
Consumer Shopping Behavior During the COVID-19 Pandemic
Consumer Shopping Behavior. 2) Effect on
Go-food Consumer Shopping Behavior. 3)
SignificantGo-food Consumer Shopping. 4)
Behavior Consumer Behavior has a positive
and significant impact on Go-food
Consumer Shopping Behavior.
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© 2022 by the authors. Submitted
for possible open access publication
under the terms and conditions of the Creative
Commons Attribution (CC BY SA) license
(https://creativecommons.org/licenses/by-sa/4.0/).
