Perubahan Pola Konsumsi Masyarakat Pasca Pandemi COVID-19: Implikasi bagi Pasar Ritel di Indonesia
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Abstract
Pandemi COVID-19 telah menyebabkan perubahan signifikan dalam pola konsumsi masyarakat, yang berdampak langsung pada pasar ritel di Indonesia. Penelitian ini bertujuan untuk memahami perubahan tersebut melalui pendekatan Systematic Literature Review (SLR), dengan mengidentifikasi dan menganalisis literatur yang relevan terkait pola konsumsi, kesadaran kesehatan, keberlanjutan, dan strategi pemasaran ritel pasca pandemi. Hasil dari tinjauan literatur ini menunjukkan bahwa pandemi mempercepat transisi dari konsumsi konvensional ke digitalisasi, meningkatkan kesadaran konsumen terhadap kesehatan dan produk berkelanjutan, serta memaksa peritel untuk mengadaptasi strategi pemasaran yang lebih personal dan berbasis teknologi. Penelitian ini juga mengungkap dampak jangka panjang yang diantisipasi terhadap struktur pasar ritel di Indonesia, di mana belanja online menjadi bagian integral dari kebiasaan konsumen dan teknologi memainkan peran kunci dalam menentukan keberhasilan peritel di masa depan.
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