A Content Analysis in the Studies of YouTube about Panic Buying Bear Brand Milk Video in COVID-19 Pandemic Era

Abstract

This study aims to determine the public's response, how the video can inspire and boost product branding on the market, and the most influential recommendations. This research methodology uses qualitative content analysis with data collection using the purposive sampling technique with reporting criteria to determine the population. Then it is reduced to get a sample of 29 discussion videos with a minimum of three standards to a maximum of 9,133 comments. The results showed that public opinion's response to the classification of polarization strategy coding into 4 (four) groups of comments (Relevant: 3.976, Negative: 3.661, Positive: 452, and Irrelevant: 1.044). User comments indicate categories related to each other and paraphrase the strategy by formally segmented. The four groups are further divided into five major groups, which include the Negative group consisting of