ANALYSIS ON CONSUMER BEHAVIOUR TOWARDS BRAND GROWTH OF TOKOPEDIA DURING COVID-19

Abstract

This research analyses the impact of the consumer behaviour during the COVID-19 pandemic towards the brand growth of Tokopedia, a prominent e-commerce platform in Indonesia. Using the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) as theoretical foundations, this study explores how Technological Innovations and Logistical Strategies impact Tokopedia’s Brand Growth directly and indirectly through Consumer Behaviour. The findings highlight the critical role of Consumer Behaviour as a key driver in converting technological and logistical advancements into measurable brand growth. This underscores the importance of enhancing consumer trust, satisfaction, and engagement to achieve sustainable e-commerce success. The research provides practical insights into prioritizing consumer-centric strategies in response to shifting shopping behaviours during the pandemic.