MINAT BELI PRODUK PANGAN MELALUI MARKETPLACE BEDUKMUTU SELAMA PANDEMI COVID-19

Digital marketing is a marketing process that needs the help of internet network to connect sellers and buyers through online marketplace platform. This research was held by researching the interest on buying food products through Bedukmutu marketplace during Covid-19 pandemic. The purpose of this research was 1) To find out consumers’ profile of food products on Bedukmutu marketplace during Covid-19 pandemic; 2) To find out the connections of community relation, website interface, compatibility, usefulness, and buying interest on the interest on buying food products through Bedukmutu marketplace during Covid-19 pandemic by using Spearman’s Rank correlation; and 3) To find out the affections of community relation, website interface, compatibility, and usefulness on the interest on buying food products through Bedukmutu marketplace during Covid-19 pandemic by using multiple linear regression. The data was collected by sending Google form questionnaires to 104 respondents who are lecturers and employees of Universitas Muhammadiyah Yogyakarta. This research was analyzed using some methods including descriptive analysis, 5 Likert scale scoring, Spearman’s Rank correlation, and multiple linear regression. The results show that; 1) Consumer who bought food products through Bedukmutu marketplace during Covid-19 pandemic is dominated by male consumers within the age of 40 – 60 years old, which is included in X generations, with tertiary education on Master degree, domiciled in Kabupaten Bantul, and having average take home pay less than Rp5.000.000,00/month; 2) There are moderate correlations on community relation and website interface variables, high correlations on compatibility and usefulness variables, and very high correlations on buying interest variable of interest on buying food products through Bedukmutu marketplace during Covid-19 pandemic; and lastly 3) There are significance affections given by community relation, website interface, compatibility, and usefulness variables on the interest on buying food products through Bedukmutu marketplace during Covid-19 pandemic