THE COMMERCIAL ADVERTISING FREQUENCY ON TELEVISION AND THE ROLE OF FOOD VLOGGER (YOU TUBER) TOWARDS ECONOMIC IMPROVEMENT DURING THE COVID-19 PANDEMIC IN INDONESIA

Abstract

 The research aims to know whether the small and middle businesses can struggle against the situation of the Covid-19 pandemic in Indonesia nowadays. One of the factors that influence the increase in small and medium-sized economic enterprises during this condition is the Commercial Advertising Frequency on Television and the Role of the Food Vlogger. The research was conducted by giving questionnaires to 200 respondents from the students of the Management Program, Faculty of Economics and Business, University of Bhayangkara Jakarta Raya Class 2020. The research methodology used was descriptive quantitative and multiple linear regression analysis. The results of this study are that the Commercial Advertising Frequency on Television variable has a negative and no significant effect on Economic Improvement while the Role of Food Vlogger variable has a positive and significant effect on Economic Improvement. The uniqueness of this study is that the Economic Improvement variable can be more affected by the Role of Food Vlogger variable of 4.7% than the other factors.