Netnography Analysis of Consumer Sentiment Towards Panic Buying In The Early Period of the COVID-19 Virus Spread

ABSTRACT

COVID-19 has not only an impact on health aspects but also other issues, including the economy. At times of crisis that is full of challenges, individuals who prefer to compelled to do what needs to protected from the negativity caused by the disaster. One who managed to save himself in times of crisis caused a panic of buying that happens a lot in retail stores. Companies must study the efforts made by buyers related to panic buying that is happening around them. Companies can explore these insights through sentiments formed from social media user posts on social media platforms. This research explores consumer sentiment related to panic purchases using qualitative analysis with NVivo software. The results of a study of 647 posts on Twitter microblogging revealed that panic buying contained negative attitude. Based on the results of this analysis, there are tactical steps that can be taken by companies in supporting individual efforts to protect themselves from losses caused by the COVID-19 outbreak.