Peran Local Celebrity Endorsement Pada Iklan di Media Sosial Terhadap Pembelian Produk Kuliner di Provinsi Bali Pada Masa Stay Home Akibat Pandemi Covid-19

Abstract

The pandemic of COVID-19 takes the community to do physical distance and do more activities at home (stay home). More is expelled from work, more than people working in the tourism sector, such as in Bali. Many are turning from jobs to culinary traders because they think the sector is still waiting for a pandemic, and they are using online marketing techniques through local celebrity support services. The purpose of this study was to analyze the influence of local celebrity endorsement through social media on buying interest, impulsive buying, and consumer loyalty of culinary products during their stay at home during the COVID-19 pandemic. This study was conducted on consumers of culinary products in Bali. Data were collected using an online questionnaire instrument for 174 respondents. The analysis technique uses SEM-PLS. The analysis shows that local celebrity support directly influences significantly on buying interest, and indirectly influences significance on impulsive buying and consumer loyalty of culinary products.

Pencegahan Konsumerisme Sejak Dini Melalui Pendidikan Ekonomi Dasar

“…Bahkan supermarket dan shopping center semakin menjamur di berbagai daerah, terutama perkotaan. Apalagi pada pusat perbelanjaan modern, para pengunjung cenderung dibimbing untuk membeli sesuatu setelah melihat dan tertarik pada produk tertentu, sehingga seseorang akan memutuskan membeli suatu produk setelah berinteraksi dengan produk yang dipamerkan, hal ini dikenal dengan impulse buying (Ambarwati & Safitri, 2011;) (Wijaya & Suasih, 2020). Pusat perbelanjaan juga sangat mempengaruhi gaya hidup seseorang (Alfitri, 2007).…”

“…Metode ceramah sendiri merupakan metode pembelajaran yang paling umum dan sering digunakan, dimana pendidik memberikan materi secara lisan kepada peserta didik (Nurhaliza et al, 2016). Setelah itu, peserta didik diberikan kesempatan untuk menyampaikan pendapat atau gagasan serta bertanya apabila ada permasalahan yang ingin disampaikan, termasuk bila ada materi yang sebelumnya disampaikan dan dirasa masih belum jelas (Wijaya & Suasih, 2020). Selanjutnya juga dilakukan pembelajaran dengan metode demonstrasi dimana para siswa memperagakan atau mendemonstrasikan kegiatan ekonomi yang diinstruksikan oleh pendidik (Rina et al, 2020).…”

Economic Classification and Prediction of Southeast Asian Countries During the COVID-19 Pandemic

“…The COVID-19 (Corona Virus Diseases-2019) pandemic, which began in Wuhan (China) at the end of 2019, has spread massively to almost all parts of the world [1]. Governments in various countries have imposed social restrictions and community activities (including economic activities) to prevent the further spread of COVID-19 [2]. Transactions of goods and services also experienced a slowdown due to government policies in various countries to carry out various restrictions.…”