People’s lives have been impacted by the Covid-19 pandemic. It has changed the pattern of human life and forced people to change their lives. The government of Malaysia has enacted a 14-day Movement Control Order (MCO) to stop the spread of the Covid-19 outbreak. Resulting, people were staying home, which has made online shopping very popular. As the situation improves, Malaysia has shifted from a pandemic to an endemic stage. Therefore, this research aims to understand youth buying behavior at the endemic stage of Covid-19. Also, to identify the relationship between factors and the gratification of youth’s buying behavior. The quantitative research method was used for this study, and an online survey was distributed to 356 Perak residents between the ages of 15 and 24. The purposive sampling method was used. The findings identified three major factors influencing consumer purchasing behavior among youth in the Covid 19 endemic phase: psychological, economic, and social factors. Al.....

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