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Journal : JURNAL BISNIS STRATEGI

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 Ali, Jati Kasuma Alit Sumantri Anak Agung Bagus Ngurah Nararya Nata Anak Agung Gede Oka Wisnumurti Anak Agung Istri Ngurah Marhaeni Anandari, I Gusti Agung Ayu Apsari Andriani, Ni Luh Ayu Dessy Dewi, Luh Gede Krisna Dibihantoro, Fino Rihab Fino Rihab Dibihantoro Guterres, Vicente Manuel Luis Herdina Selviani Tamba Hieke, Hubert Hutabarat, Wilda Br I Dewa Gede Krisna Cipta Paramartha I Gede Nandya Oktora Panasea I Gede Putu Kawiana I Gede Putu Kawiana I Gede Putu Kawiana I Kadek Noppi Adi Jaya I Ketut Sudama I Ketut Sudibia I Made Endra Kartika Yudha I Made Yullyantara Saputra I Nyoman Mahaendra Yasa I Nyoman Mahaendra Yasa I Nyoman Rasmen Adi I Nyoman Taun I Nyoman Wahyu Widiana, I Nyoman Wahyu I Putu Sastra Wibawa I Putu Suhartika I Wayan Algi Saputra Ida Ayu Meisthya Pratiwi Ida Ayu Nyoman Sakara Ida Ayu Nyoman Saskara Ida Bagus Adi Sutrisna Ida Bagus Purbadharmaja Jati Primajana, Dewa Kadek Eka Jayanthi, Ni Kadek Helia Rayani Kadek Oki Sanjaya Komang Ayu Widya Pramesti Kristanti, Ni Kadek Sania Made Dwi Setyadhi Mustika Made Heny Urmila Dewi Made Kembar Sri Budhi Made Putra Yasa, I Mohamad Suryadi Mohammad Saif Al-Moreno Narindra, Nyoman Diestha Putra Ni Luh Gde Mitha Ardiyanti Ni Luh Gede Arma Ningsih Ni Luh Karmini Ni Made Nia Widiani Ni Made Tisnawati Ni Nyoman Yuliarmi Ni Putu Eka Aprilia Dewi Ni Putu Nina Eka Lestari Ni Putu Premierita Haryanti Ni Putu Wiwin Setyari Ni Wayan Meisya Cempaka Puteri Nopiari, Ni Nengah Nyoman Yuliarmi, Ni Pradnyadewi, Diah Pradnyani, Ida Ayu Dipavali Putra, I Putu Reza Krisna Putu Ayu Pramitha Purwanti Putu Ayu Wulan Nanda Erayanti Putu Yudi Wijaya Putu Yudy Wijaya Rahutami, Ni Kadek Diah Renita Evelinda Sa-U, Samsoo Santana Putra A, Made Saraswati, I Gusti Ayu Prili Saskara, Ida Ayu Gde Dyastari Shita Sinthya Aryasthini M, Made Suasthi, I Gusti Ayu Sudharma, I Wayan Priyana Agus Sumantri, Alit W Priyana Agus Sudharma, I Wibawa , I Putu Sastra Widya Putri, Eka Febrina Wijaya , Putu Yudy Wijaya, Putu Yudy Yasa, I Made Putra