Panic Buying During Pandemic and Its Relevance of the Perception on the Efficacy of “Bear Brand” Milk

DOI

10.2991/assehr.k.220404.200How to use a DOI?

Keywords

Bear Brand Milk; panic buying; mass media

Abstract

The imperfect development and distribution of covid-19 vaccines in the world has triggered public efforts to seek information and alternative solutions to prevent or cure covid-19 infection. A rumor circulated and believed by public is the consumption of Bear Brand milk. This rumor started circulating in the community due to various statements from post covid-19 patients who have been recovered because one of them had consumed Bear Brand milk during his/her treatment. In the end, the information on the need of consuming Bear Brand milk perceived this product is needed during the covid-19 recovery period. In the second wave of covid-19 pandemic, namely with the emergence of variants of the novel covid-19 virus. One of which is delta variant which then significantly increase the number of covid-19 victims in several parts of Indonesia. This is in line with the increasing number of covid-19 victims and limited health care services as well as medical care. In the end, it leads to panic buying on various commodities which the most popular product is Bear Brand Milk. The method used in this study was qualitative case study. The data collection technique in this study included interviews and literature review of relevant journals. The findings showed that the emergence of panic buying behavior was caused by relevance between perception built by a product advertisement, consumer testimonials, media provocation as well as other relevant conditions experienced by Indonesians during the second quarter of covid-19 on the Bear Brand Milk product.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Edy Chandra
AU  - Maitri Widya Mutiara
PY  - 2022
DA  - 2022/04/21
TI  - Panic Buying During Pandemic and Its Relevance of the Perception on the Efficacy of “Bear Brand” Milk
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1253
EP  - 1259
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.200
DO  - 10.2991/assehr.k.220404.200
ID  - Chandra2022
ER  -