Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 pandemic




Consumptive behavior, Madura society, Eid al-Fitr, Covid 19 pandemic


Activities leading up to the celebration of Eid al-Fitr are the peak moments of crowds that cannot be avoided in Indonesia. The community, especially Muslim families, enthusiastically welcomed the celebration. This is marked by an increase in visitors to various shopping places. However, during the current pandemic, this consumptive behavior is still being carried out. This study intends to find out the community's perspective on the level of consumptive behavior before Eid during the Covid-19 pandemic. This study uses a quantitative method with the distribution of respondents in Madura, East Java. The results of this study indicate that internal factors in terms of psychological and personal, and external factors in terms of culture and social class affect consumptive behavior. Because these two things are always together in carrying out activities to fulfill wants and needs, this is also reinforced by the habits of the Madurese community ahead of Eid, namely homecoming activities despite the regional restrictions imposed by the government during the pandemic.

Author Biographies

Amaliyah Amaliyah, Faculty of Vocational Study

Amaliyah as first author. He is as corresponding author with the email: Her affiliation is Faculty of Vocational Study, Universitas Airlangga. Her research interests are management, human resource management, human resource development, organizational behavior, marketing, leadership, and entrepreneurship. She has published many articles for her research, some of them are Techonososiopreneur: Development Strategy of Halal Travel Agency (Using VCIT Model), Proceedings of ICoT “Creative Economy Development with Technososiopreneur” by Atlantis Press, and others.

Aminatus Zakhra, Islamic University of Madura

Aminatus Zakhra as second author. Her affiliation is Islamic University of Madura. Her research interests is about economy. One from her article research has been published is Tobaccopreneur: Determining of Selling Price with Intermediaries, which published in International Conference on Management, Accounting, and Economy (ICMAE 2020)



How to Cite

Amaliyah, A. and Zakhra, A. (2022) “Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 pandemic”, Transnational Marketing Journal. London, UK, 10(1), pp. 61–70. doi: 10.33182/tmj.v10i1.1803.