Article Metrics

Article abstract view : 310 times
PDF full text: 0 times

Online Buying and Selling Transactions during The Covid-19 Pandemic

Retno Rizki Dini Yuliana, Septian Adityawati


The Covid-19 pandemic that has hit the whole world since the end of 2019 has limited community activities, including economic transactions. This study aims to analyze the impact of Covid-19 on the behavior of Indonesian people. It also explained online purchases and sales and the implications of these changes. This study used quantitative descriptive analysis with data collection through online surveys. The results showed that online purchases increased significantly, the majority are health products and ready-to-eat foods. Many MSMEs felt a positive impact, where new businesses have sprung up to respond to high demand. Some respondents have just started a business during COVID and started trying to market their products online.


online buying, online sales, online marketing, Covid-19

Full Text:



Ajzen, I. (1991) The Theory of Planned Behavior. Organizational Behavior And Human Decision Processes. 50, 179–211.

APJII. (2020). Survei Profil Internet Indonesia Tahun 2020. Accessed from

APJII. (2022). Survei Profil Internet Indonesia Tahun 2022. Accessed from

Baron, E. & Ciechomski, W. (2019) Instagram as a New Promotion and Sales Channel. In: Managing Economic Innovations – Methods and Instruments. [Online] Available from: doi:10.12657/9788379862771-2.

Barrett, C.B. (2020) Actions Now Can Curb Food Systems Fallout From Covid-19. Nature Food. [Online] 1 (6), Springer US, 319–320. Available from: doi:10.1038/s43016-020-0085-y.

BPS. (2020a). Analisis Big Data di Tengah Masa Adaptasi Kebiasaan Baru. Jakarta : Badan Pusat Statistik.

BPS. (2020b). Analisis Hasil Survei Dampak Covid-19 Terhadap Pelaku Usaha. Jakarta : Badan Pusat Statistik.

Candrawati, K. & Nuvriasari, A. (2021) Meta Analysis Of Consumer Behavior Changes During The Covid-19 Pandemic Research. Jurnal Sains Pemasaran Indonesia. XX (2), 152–162.

Chang, H.H. Meyerhoefer, C. (2020) Covid-19 and the Demand for Online Food Shopping Services : National Bureau of Economic research. [Online] Available from:

Chowdhury, M.T. et al. (2020) A Case Study On Strategies To Deal With The Impacts Of Covid-19 Pandemic In The Food And Beverage Industry. Operations Management Research. [Online] Operations Management Research. Available from: doi:10.1007/s12063-020-00166-9.

Damuri, Y.R. et al. (2021) Langkah Pemberdayaan Umkm Dalam Menghadapi Covid-19.

Dannenberg, P. et al. (2020) Digital Transition by COVID-19 Pandemic? The German Food Online Retail. Tijdschrift voor Economische en Sociale Geografie. [Online] 111 (3). Available from: doi:10.1111/tesg.12453.

Enesis Group (2020). Dampak Virus Corona terhadap Dunia Fashion. [accessed on 9 November 2021].

Febrinastri, Fabiola (2020). Akibat Covid-19 Penjualan Fesyen Indonesia Turun 70%, Ini Upaya Kemnaker. [accessed on 9 November 2021].

Gilbert, M.A. (2019) Strengthening Your Social Media Marketing with Live Streaming Video.In: Advances in Science, Technology and Innovation. [Online] Available from: doi:10.1007/978-3-030-01659-3_42.

Hartoyo, Y.R. & Sitorus, F. (2021) Utilization Instagram as a Marketing Communication Media in the Covid-19 Pandemic A Case Study: Oppa Akademi Korean Language Course Institute. In: Proceedings of the 1st Annual International Conference on Natural and Social Science Education (ICNSSE 2020). Atlantis Press, pp.194–198.

Hsiao, K.L. et al. (2010) Antecedents And Consequences Of Trust In Online Product Recommendations An Empirical Study In Social Shopping. Online Information Review. [Online] 34 (6). Available from: doi:10.1108/14684521011099414.

Komalasari, Tri Dwitiani (2020). Dampak Pandemi Covid-19, Penjualan busana Muslim Turun hingga 90 Persen. [accessed on 9 November 2021].

Latiff, Z.A. & Safiee, N.A.S. (2015) New Business Set Up for Branding Strategies on Social Media - Instagram. Procedia Computer Science. [Online] 72, Elsevier Masson SAS, 13–23. Available from: doi:10.1016/j.procs.2015.12.100.

Nah, F.F.H. & Siau, K. (2020) Covid-19 Pandemic – Role Of Technology In Transforming Business To The New Normal. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). [Online] 12427 LNCS (September), Springer International Publishing. Available from: doi:10.1007/978-3-030-60152-2_43.

Markplus. White Papers MarkPlus Industry Roundtable Roundups – E-commerce and Apps [accessed on 10 Mei 2020.

McKinsey and Company, Covid-19 Briefing Materials (Global Health and Crisis Response) diakses pada 10 Mei 2020.

McKinsey and Company (2021). Covid-19 Briefing Note #77, October 20, 2021. [accessed on 9 November 2021].

Musa, (2021). Q & A Sahabat Hijau Uniquepot | Bikin Event Buat Anak-anak Seru Kali Ya | Tunggu Tgl Mainnya. [accessed on 15 Oktober 2021].

Natalia, Vira. (2021). Liputan INewsTv by MNC grup di Batik Roemah Bajoe. [accessed on 20 September 2021].

Nordhagen, S. et al. (2021) Covid-19 And Small Enterprises In The Food Supply Chain: Early Impacts And Implications For Longer-Term Food System Resilience In Low- And Middle-Income Countries. World Development. [Online] 141. Available from: doi:10.1016/j.worlddev.2021.105405.

Pandamsari, Aulia Putri. (2020). Penjualan Kosmetik Turun di Masa Pandemi, Skincare Masih diminati. [accessed on 10 November 2021].

Perdana, T. et al. (2020) Scenarios For Handling The Impact Of Covid-19 Based On Food Supply Network Through Regional Food Hubs Under Uncertainty. Heliyon. [Online] 6 (10). Available from: doi:10.1016/j.heliyon.2020.e05128.

Pham, V.K., Thi, T.H. Do & Le, T.H.H. (2020) A study on the COVID-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam. Cogent Business & Management. [Online] 7 (1). Available from: doi:DOI: 10.1080/23311975.2020.1846882.

Rahmawati, F. & Novani, S. (2021) The Effect Of Product Innovation , Value Co-Creation On Marketing Performance Of A SMEs In Covid-19. Jurnal Sains Pemasaran Indonesia. XX (2), 110–124.

Rakhmawati, N.A. et al. (2021) Analisa Transaksi Belanja Online Pada Masa Pandemi Covid-19. Jurnal Teknoinfo. [Online] 15 (1), 32. Available from: doi:10.33365/jti.v15i1.868.

Torero, M. (2020) Without Food, There Can Be No Exit From The Pandemic. Nature. [Online] Available from: doi:10.1038/d41586-020-01181-3.

Turban, E. et al. (2015) Electronic Commerce A Managerial and Society Network Perspective. [Online] New York, Springer International Publishing. Available from: doi:10.1007/978-3-319-10091-3.

Watajdid, N.I. et al. (2021) Systematic Literature Review: Peran Media Sosial Terhadap Perkembangan Digital Marketing. Jurnal Sains Pemasaran Indonesia. XX (2), 163–179.

Yuswohady, Y. et al. (2020) Consumer Behaviour New Normal After COVID-19. Inventure Knowledge.

Copyright (c) 2023 Retno Rizki Dini Yuliana, Septian Adityawati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

International Research Journal of Business Studies has been covered by the following services:

Image result for university of Saskatchewan small logo