Pandemi tak hanya mengubah kebiasaan dan pola interaksi manusia sehari-hari. Pandemi juga mengubah perilaku konsumsi masyarakat. Perlu dipelajari bagi penyelenggara pameran.
Dua tahun menjalani pandemi, banyak hal berubah dari kebiasaan sehari-hari. Kita ‘dipaksa’ akrab dengan teknologi. Aktivitas bisnis dan kegiatan sosial banyak dilakukan secara daring demi menghindari kerumunan dan pertemuan fisik.
Pandemi juga mengubah pola perilaku konsumsi masyarakat. Hal ini banyak dipengaruhi pergeseran aktivitas luar jaringan alias luring menjadi dalam jaringan alias daring.
Penyebabnya, dulu pekerjaan yang dilakukan di perkantoran atau work from office, saat pandemi ini berubah, seluruh aktivitas pekerjaan dilakukan dari rumah alias work from home.
Konsep kerja dari rumah ini ternyata memberi kesempatan lebih banyak pada masyarakat untuk mengakses internet, termasuk etalase belanja online. alhasil, aktivitas digital ekonomi berkembang pesat dengan memanfaatkan platform online market.
Menurut Pakar Branding, Silih Agung Wasesa dalam perbincangan Podcast di kanal YouTube MICE Indonesia, pandemi memang mengubah perilaku konsumsi masyarakat.
Menurutnya yang paling kentara ialah, orang semakin percaya diri berbelanja online. Sebelum pandemi, orang masih agak ragu berbelanja secara daring, khawatir penipuan atau barang yang dibeli tidak sesuai harapan.
Kementerian Koperasi dan UKM memperkirakan, peningkatan belanja online selama pandemi berkisar 26 persen atau mencapai 3,1 juta transaksi.
Selain itu, menurut Silih, pola konsumsi berdasarkan tingkat ekonomi masyarakat juga berubah.
“Kalau target pengunjung pameran premium atau kelas A daya beli masih tinggi, kalau menengah ke bawah daya beli turun seiring menurunnya pendapatan mereka,†jelas Silih.
Ia menjelaskan, masyarakat kelas menengah dengan gaji berkisar Rp15 jutaan selama pandemi perekonomiannya merosot. Karena sebelum pandemi, gaji yang mereka terima habis buat gaya hidup dan menutupi cicilan sana sini. Akibatnya, begitu pandemi, penghasilan merosot sementara cicilan tetap harus dibayar. “Belajar dari situ, kelas menengah sekarang kapok punya cicilan lagi,†jelasnya.
Yang menarik, masyarakat kelas bawah. Biasanya mereka berpikir panjang sebelum membeli, dan yang penting murah.
Tapi semenjak pandemi, polanya berubah, bagi masyarakat kelas bawah yang penting tak sekadar murah, melainkan brand atau merek tersebut harus dikenal bersahabat dengan lingkungan dan produknya sehat.
Bagi Silih, pandemi Covid-19 selama dua tahun ini memang mengubah perilaku konsumsi masyarakat secara luar biasa. Karenanya, memahami perubahan perilaku ini menjadi penting bagi penyelenggara pameran di era pandemi, agar event yang digelar tetap efektif dan tepat sasaran.
English
Understanding the Changes in Consumer Behavior for Better Exhibition Targeting
The pandemic has not only changed human habits and interaction on a daily basis. It has also changed Indonesian consumer behavior, and these changes are important for exhibition organizers.
After two years of living through the pandemic, we have seen a number of changes in our daily habits. We have been ‘forced’ to be familiar with technology. Many business and social activities have been conducted online to avoid physical gathering.
The pandemic has also changed consumer behaviors. Many of the new customer behaviors are the result of making offline activities online.
This is due to the fact that back then, people used to work at the office. During the pandemic, all work is done from home.
The work from home concept apparently allows more opportunities for the public to access the internet, therefore increasing their exposure to online shopping catalogues. As a result, digital economy activities skyrocket through the use of online marketplaces.
According to a branding expert, Silih Agung Wasesa, on our podcast on MICE Indonesia’s YouTube channel, the pandemic has indeed altered Indonesian consumer behavior.
The most obvious change is the increased trust in online shops. Before the pandemic, people used to be reluctant to shop online. They are scared of potential frauds of false marketing.
The Ministry of Cooperatives and SMEs of The Republic of Indonesia estimated the increase in online purchases to about 26 per cent or 3.1 million transactions.
In addition, Silih also believes that there have been changes in consumption patterns based on economic levels.
“Premium or Class A visitors still have a high buying power, the lower class visitors have lower buying power based on their income,†explained Silih.
He also explained that middle-class citizens with about Rp15 millions of income suffer financially during the pandemic. Before the pandemic, their income was used for their lifestyles and paying up a number of installments. As a result, during the pandemic, their income decreases, but they still need to pay the bills. “From that, the middle-class learns not to make installment purchases anymore,†he explained.
Interestingly, the lower class who used to take their time considering a purchase and paying extra attention on the price now also consider the brand. They prefer brands that are known to be environmentally friendly and healthy.
To silih, the COVID-19 pandemic, which has spanned for almost two years, has dramatically altered consumer behavior. Consequently, understanding these changes becomes important for exhibition organizers in the pandemic so the events are effective and well-targeted.
