Analisis Pola Perilaku Konsumen UMKM Kedai Makan Salesa Trenggalek Sebelum dan Selama Pandemi Covid-19

Abstract

This research was motivated by changes in consumer behavior that occurred before and
during the Covid-19 pandemic. This condition affects the decision to make a purchase so that
the income of the UMKM Kedai Makan Salesa Trenggalek declines. This study aims to find out
and analyze consumer behavior patterns in the UMKM Kedai Makan Salesa Trenggalek before
and during the Covid-19 pandemic and find the right solutions and strategies to maintain
resilience and stability so that they continue to grow. This research uses a qualitative approach
with the type of case study research. Data collection techniques used are observation,
interviews, and documentation. The data analysis techniques used are data reduction, data
exposure, conclusion drawing and verification. While checking the validity of the data using
source triangulation. The results of this study are a comparison of differences in consumer
behavior patterns before and during the Covid-19 pandemic at the UMKM Kedai Makan
Salesa Trenggalek, where consumer behavior before and during the Covid-19 pandemic at the
UMKM Kedai Makan Salesa Trenggalek experienced differences which lie in indicators
(searching), (purchasing), (using). Meanwhile, in (evaluating) indicators, there is no
difference.