Characteristics and Factors that Influence the Purchase of Beef During the Covid 19 Pandemic in Yogyakarta, Indonesia

Abstract

This study aims to identify consumer characteristics of beef purchases and analyze the factors that influence the purchase of beef products during the pandemic in Yogyakarta, Indonesia. The research was conducted in Depok District, Sleman Yogyakarta Regency, with the consideration that the distribution of patients infected with the highest positive virus was in Yogyakarta. The study was conducted from May to June 2020. The respondents were 200 mothers who worked or took care of stairs using the snowball sampling technique. To identify the characteristics of the purchase of beef products, it was carried out descriptively quantitatively. Multiple Linear Regression Analysis was used to analyze the factors that influence the amount of beef expenditure. The regression equation was estimated using Ordinary Least Square methods. The results showed that during the pandemic consumers prefer fresh beef because consumers were more satisfied if they can choose meat directly in the market. Meatballs and sausages that were in demand were processed beef because they were practical and affordable. The independent variables of mother's education and income show a positive and significant effect on the purchase of beef. On the other hand, it is necessary to improve health protocols to be firmer in the market because of the high interest in purchasing products directly to the market.