REEF BUSINESS IN COVID 19 PANDEMIC ERA; CONSUMER BUYING INTEREST PERSPECTIVE
Rizki Adriansyah Rubini, Heny Hendrayati, Siti Aisyah, Ratih Hurriyati, Disman, Mochamad Achyarsyah

Universitas Pendidikan Indonesia

Abstract

Reef business is very strategic and potential to be developed. People, especially middle-up class, having the interest on the beauty of reef and marine fish often express their interest by owning a reef tank. They are known as reefer (reef & marine hobbyist). Reef tank business is very promising from business point of view. Nonetheless, Covid-19 pandemic has impacted most businesses in Indonesia, some of them have already feel severe financial loss. The purpose of this research is to analyze consumers’ buying interest for reef and marine fish during this unprecedented pandemic era.
The preferred research method is survey explanatory. The research was conducted to reefers at Indo Fish Club. 100 sample was taken out of 1452 using judgement sampling; sampling based on characteristics suitability with the research objective.
The research result has shown that the buying interest during the pandemic era is categorized high. Thus, the reef and marine fish business are potential to be developed and need to get attention from the government to support environmental conservation.

Keywords: coral, reef tank, consumer buying interest, environmental conservation

Topic: Marketing Management