TYPOLOGY OF CONSUMERS’ PERCEPTION IN CHOOSING LOCATIONS TO PURCHASE IMPORTEDUSED CLOTHING DURING THE COVID-19 PANDEMIC

Abstract

Since the Covid-19 pandemic, the number of sales of imported-used clothing in Jakarta has increased, and there have been many places where sales of used imported clothing have sprung up. The question arises, what is the typology of consumer perception in choosing the location to purchase imported-used clothing during the Covid-19 Pandemic? This research method is a phenomenology of perception, which elaborates the opinions of Maurice Merleu Ponty and Alfred Schutz, in the constructivist paradigm with a qualitative approach. Primary data is obtained through in-depth and semi-structured interviews. Social Judgement Theory is used as an analysis tool. The result is, when choosing the location to purchase imported-used clothing in Jakarta during the Covid-19 pandemic there was a variety of typologies for consumers’ perceptions. Some are infuenced by the results of sense, diferences in perspective, and the results of the process of perception between individuals and community perceptions.; Two, there are aspects in consumers; perception include “in order motive” and “because of motive”; Third, every consumer has a systematic way and reason to assess the location of imported-used clothing in Jakarta during the Covid Pandemic 19. Some are based on experience, some are based on “anchors” or even references that are believed to be true. Everything afects the consumers’ egos.; Fourth, there are messages placed in the latitude of acceptance, the latitude of rejection, and the latitude of noncommission.; Fifth, two extreme opinions emerge, namely, some are “drys” and some are “wets”, as a result of pleasant and unpleasant experiences.