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All Journal PASCIDEV: Pasundan Social Science Development Jurnal Cendekia Ilmiah
Sahri Aflah Ramadiansyah
Universitas Pendidikan Nasional, Indonesia
Humanities Social Sciences

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Analysis of Influencer Strategies in Shaping Young People’s Wellness Lifestyles in Bali Ayu Made Bianca Juarez; Sahri Aflah Ramadiansyah; Putri Ekaresty Haes
Pasundan Social Science Development Vol. 6 No. 2 (2026): Pasundan Social Science Development (PASCIDEV)
Publisher : Doctoral Program of Social Science Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascidev.v6i2.349

Abstract

The proliferation of digital health content has fundamentally transformed how Generation Z adopts wellness habits, yet it also introduces risks such as health misinformation and unrealistic body ideals. This study is significant as it explores social media's role within Bali’s global wellness hub. Despite extensive marketing literature, a research gap exists regarding how influencers move beyond transactional promotion toward the long-term internalization of preventive health behaviors. This research aims to analyze the communication strategies and impression management techniques used by Bali based wellness influencers to cultivate sustainable lifestyles. Utilizing a qualitative descriptive method, data were gathered through the triangulation of digital observations on TikTok and Instagram, semi-structured interviews, and documentation. Findings reveal that influencers leverage Bali’s "aestheticized wellness" and cultural prestige to construct authenticity, shifting the focus from short-term purchase intentions to identity-driven community engagement. Specifically, integrating trends like "sober curious" and mental health awareness catalyzes significant lifestyle transformations among followers. Results further indicate that highly curated visual narratives are more effective than conventional health education in triggering behavioral changes among Gen Z. In conclusion, wellness influencers act as social architects defining new norms for holistic well-being. Future research should investigate the long-term sustainability of these shifts and how platform algorithms impact the dissemination of preventive health messages.
Word of Mouth Komunikasi Pemasaran dalam Meningkatkan Loyalitas Pelanggan Warung Madhtoya di Jimbaran Gusti Made Jeananta Suputra; Nuning Indah Pratiwi; I Gusti Ngurah Darma Paramartha; Sahri Aflah Ramadiansyah
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 4: Juni 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i4.16560

Abstract

Penelitian ini bertujuan untuk menganalisis peran komunikasi pemasaran Word of Mouth dalam meningkatkan loyalitas pelanggan Warung Madhtoya di Jimbaran. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi partisipatif, wawancara mendalam, dan dokumentasi. Informan ditentukan menggunakan purposive sampling yang melibatkan 11 partisipan, terdiri dari pelanggan tetap, pelanggan baru, pengelola, pegawai, dan akademisi. Hasil penelitian menunjukkan bahwa Word of Mouth berperan penting dalam membangun loyalitas pelanggan secara alami melalui pengalaman positif konsumen terhadap cita rasa, harga, dan pelayanan. Mekanisme Word of Mouth dianalisis menggunakan konsep 5T (Talkers, Topics, Tools, Taking Part, dan Tracking), di mana pelanggan tetap menjadi penyebar utama informasi, dengan topik utama terkait kualitas produk dan suasana warung. Strategi ini terbukti lebih kredibel dan efektif bagi UMKM karena mampu meningkatkan kepercayaan, jumlah kunjungan, serta hubungan jangka panjang dengan pelanggan tanpa biaya promosi yang besar.
Co-Authors Ayu Made Bianca Juarez Gusti Made Jeananta Suputra I Gusti Ngurah Darma Paramartha Nuning Indah Pratiwi Putri Ekaresty Haes