The shifting medium class consumption behavior era pandemic covid-19 of Jember district's citizen

Abstract

Writing this article aims to analyze the shift in the urban middle class's consumption behaviour in Jember during the Covid 19 pandemic. The research method used is a survey method with a quantitative approach. Data entry is carried out through a questionnaire distributed via a google form. Data analysis used structural equation modelling (SEM). The results showed that there was a shift in the way of consumption and consumption patterns during the pandemic. Consuming is no longer done by direct interaction between buyers and sellers, but is done online. Consumption patterns are mostly aimed at primary needs because during the Covid 19 pandemic, many regulations did not allow people to travel, gather and use other free time outside the home.