THE ROLE OF PERSUASIVE COMMUNICATION FOR HOUSEWIVES IN JAKARTA IN OVERCOMING PANIC BUYING OF COOKING OIL PURCHASE A Case Study in January - March 2022

Abstract

Persuasion communication is one of the communication processes that can be done to change people’s attitudes and behaviours not to panic buying. Panic buying of cooking oil is a phenomenon that occurs in Indonesian society, especially Jakarta residents, in early 2022. The increasingly high price of cooking oil in Indonesia has resulted in the government having to make a policy regarding higher cooking oil prices. The government’s policy regarding the price of cooking oil, which was set on January 19, 2022, resulted in Jakarta residents, especially housewives, doing panic buying. Therefore, a persuasive communication role is needed in overcoming panic buying by housewives in Jakarta. This study aims to determine the process of persuasive communication as a communication approach in overcoming panic buying cooking oil for housewives in Jakarta. The research uses a qualitative approach with a case study method, where data collection techniques are carried out secondary, namely the method of documentation of several reports contained in the media. The results showed that by using the persuasion communication process verbally and nonverbally through the right media and channels, it is hoped that it can change the attitudes and behaviour of housewives in Jakarta so that they can understand not to panic buying so that cooking oil does not become scarce