The Influence of Changes in Sales Culture and Competitive Advantages to Consumer Behavior Online Shop on Covid-19 Pandemic Conditions


Authors : Vinnoya Apcaresta Alika; Setyo Riyanto

Volume/Issue : Volume 5 - 2020, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/2AnKcn6

DOI : 10.38124/IJISRT20JUN478

Coronavirus has introduced us to life online. Online Shop development or online store through internet media already mushed in Indonesia. The quality of service that exceeds the expectations of consumers can attract consumer shopping and consumer confidence in the Online Shop is a key point to establish long-term relationship with consumers. The research uses primary data obtained from questionnaires distributed to 75 entrepreneurs affected by COVID-19. This study explains the partial and simultaneous influences between marketing culture variables (X1), competative Excellence (X2), and consumer attitudes (Y). A significant and positive influence and reliable on the use of Sales Culture and Competitive Advantage on Consumer Behavior. This indicates that the Sales Culture (X1) and Competitive Advantage (X2) Usage variables provide a simultaneous effect of 22% on Consumer Behavior (Y).

Keywords : Sales Culture, Competitive Advantage, Consumer Behavior.

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