The Adaptive Response During Covid-19 Pandemic: Indonesian Consumer Case


  • Dewi Tamara Executive in Strategic Management, Binus Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
  • Muhammad Dhany Afrihan Executive in Strategic Management, Binus Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
  • Janty Sumirkan Executive, Strategic Management, Binus Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
  • Asnan Furinto Management Department, Binus Business School Doctor of Research in Management, Bina Nusantara University, Jakarta, Indonesia



Consumers, Consumption, Behavior, The COVID-19 Pandemic, Response


A critical circumstance we have around the world include Indonesia since March 2020 named the COVID-19 pandemic, with the lockdown, semi-lockdown situation, and social distancing impacted economic instabilities of the nations and change in market dynamics. As we know, market competitiveness, economic integration, and growth are driven by consumers. This crisis makes consumers worldwide, including Indonesia, experience behavior transformation, improvise and learn new habits. Despite the situation, this research would like to examine more deeper how consumers in Indonesia respond to threats such as the COVID-19 pandemic that disrupt consumers’ routine and lives and the immediate effects of the COVID-19 pandemic on consumption and consumers’ behavior in Indonesia. This research conducts a structured interview with twenty-three informants with open-ended questions to get qualitative data as primary data and secondary data from magazines, national newspapers, and the internet.  This research aims to formulate consumers’ adaptive response in Indonesia in more detail by having a unique country specific framework. The empirical findings of this research identified that the COVID-19 pandemic is external threat that bring disruption and utter unique responses to Indonesia’s consumers with storehouse, pent-up demand and accepting digital technology.  In addition, this research could also help company to develop specific business strategies to support consumers and country in this pandemic situation.


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How to Cite

Tamara, D., Afrihan, M. D. ., Sumirkan, J., & Furinto, A. (2021). The Adaptive Response During Covid-19 Pandemic: Indonesian Consumer Case. EPH - International Journal of Business &Amp; Management Science, 7(12), 01–13.

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