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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian Jurnal Ekonomi Kuantitatif Terapan JURNAL BISNIS STRATEGI Jurnal Ekonomi dan Bisnis Jagaditha Jurnal Akuntansi dan Pajak CAPITAL: JURNAL EKONOMI DAN MANAJEMEN WIDYA MANAJEMEN Jurnal Abdi Insani Budimas : Jurnal Pengabdian Masyarakat Jurnal Sewaka Bhakti BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Jurnal Pengabdian Masyarakat Prosiding Seminar Nasional Pemberdayaan Masyarakat (SENDAMAS) Journal Research of Management
Wijaya, Putu Yudy
Universitas Hindu Indonesia
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Journal : JURNAL BISNIS STRATEGI

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Peran Local Celebrity Endorsement Pada Iklan di Media Sosial Terhadap Pembelian Produk Kuliner di Provinsi Bali Pada Masa Stay Home Akibat Pandemi Covid-19 Wijaya, Putu Yudy; Suasih, Ni Nyoman Reni
JURNAL BISNIS STRATEGI Vol 29, No 2 (2020): Desember
Publisher : Magister Manajemen, Fakultas Ekonomika dan Bisnis Undip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jbs.29.2.119-133

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.
Co-Authors Anandari, I Gusti Agung Ayu Apsari Ayu Muliani, Ni Komang Dewi, Ida Ayu Sasmita Gede Agus Dian Maha Yoga I Gede Aryana Mahayasa I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Gusti Ayu Wimba I Komang Gede I Komang Gede Santhyasa I Made Astrama I Made Endra Kartika Yudha I Putu Fery Karyada I Putu Sastra Wibawa I Wayan Suartina I WAYAN SUDIANA Ida Ayu Nyoman Saskara Ida Ayu Putu Widani Sugianingrat Ida Ayu Putu, Widani Sugianingrat Kadek Oki Sanjaya Kadek Oki Sanjaya Made Kembar Sri Budhi Marwida, I Wayan Awi Mirah Ayu Putri Trarintya, Mirah Ayu Putri Ni Luh Adisti Abiyoga Wulandari Ni Made Yuami Damayanti Ni Nyoman Reni Suasih Ni Putu Sri Hartati Ni Wayan Wina Premayani, Ni Wayan Wina Nyoman Indra Oktarini, Luh Nik Sasmita, I Gusti Bagus Nyoman Surya Candra Suasthi, I Gusti Ayu Suputra, Gusti Alit Susanti, Putu Herny Yasa, I Made Putra