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The Survival Strategy of Indonesian Retailers in A Pandemic

Muniaty Aisyah

Abstract


Transmart, a retail business network in Indonesia, has adopted new strategies to survive the Covid 19 pandemic. This research analyzes whether the health protocol service quality and advertising affect consumers' intention and decision to shop at Transmart during the pandemic directly and indirectly. A primary data set of 112 samples were analyzed using path analysis with the convenience sampling method. The findings show that the health protocol service quality and advertising directly affect consumers' intention and decision to shop at Transmart during the pandemic, and consumers' intention is an intervening variable that mediates both indirect effects.

Keywords


Retail, Service Quality, Advertising, Intention, Customer Decision

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