directly  and  reasons  for  work.  Related  to  this,  the 
community is encouraged to implement PHBS (clean 
and  healthy  living  behavior).  PHBS  is  a  form  of 
embodiment of a healthy life orientation in the culture 
of  individuals,  families,  communities  that  aims  to 
improve,  maintain,  protect  health  both  physically, 
mentally, spiritually, and socially. Through PHBS, it 
is hoped that the community  can  recognize  and 
overcome their own problems and can apply healthy 
ways of living by maintaining, maintain and improve 
their health, (Notoadmodjo S, 2007). 
Changes  in  lifestyle  also  occur  in  the  realm  of 
education. The COVID-19 pandemic for students has 
an impact on carrying out  lecture  activities, namely 
the adjustment of online lectures, because some are 
constrained  by  internet  signals.  Social 
communication  in  cyberspace  is  increasing,  as  a 
result of not being able to meet face to face in person. 
Students  become  more  concerned  about  health 
behavior, which  is  widely  applied, namely washing 
hands. The COVID-19 pandemic has had an impact 
on  learning,  social  and  health  behavior.  However, 
from  the  constraints  experienced,  students  become 
more  adaptive,  namely  recognizing  technology  that 
can  support  learning  achievement,  increasing  social 
interaction  through  online  communication  and 
increasing  the  application  of  a  healthy  lifestyle. 
Research  conducted  by  Zuly Daima et al (2020)  on 
"The Impact of the Covid-19 Pandemic on Learning 
Behavior,  Social  Interaction  and  Health  for  FKIP 
Students, University of Palangka Raya". 
Even  in  the  realm  of  communication  behavior, 
society  is  also  changing.  Before  the  Covid-19 
pandemic,  people  were  still  free  to  carry  out  their 
normal activities outside their homes. This is different 
if you look  at current conditions because almost all 
activities  are  carried  out  from  home.  The  reason  is 
clear, namely to break the chain of the spread of the 
corona  virus.  In  this  shift  in  behavior  patterns, 
technology has a vital role. Call it video conferencing 
technology.  The  role  of  technology  is  increasing  in 
this  pandemic  situation,  considering  that  various 
kinds of learning activities or working from home are 
facilitated by the development of this technology. In 
addition,  technology  has  an  important  role  in 
providing entertainment to the public when they have 
to  be  at  home  for  long  periods  of  time.  People's 
Behavioral  Patterns  Change  During  a  Pandemic, 
What  Should  Brands  Do?  (Kompas,  2020). 
Entertainment  applications  are  one  of  the  most 
frequently accessed applications by smartphone users 
during  the  pandemic.  In  the  survey,  as  many  as  66 
percent  of  respondents  said  that  entertainment 
applications are a must have for them. Streaming or 
over-the-top  (OTT)  media  service  providers  also 
noted a better increase in content consumption from 
users in recent months. Changes in people's behavior 
like what is happening now are predicted to continue 
until the pandemic is over. Seeing these conditions, 
brands must be keen to see opportunities. Marketing 
workers must understand how their brand will interact 
with  consumers  in  the  future  or  post-pandemic. 
Dailysocial.id, Thursday (14/5/2020), 
Even in economic activities, related to buying and 
selling  materials  for  daily  needs,  people  experience 
changes.  According  to  Yogi  (2021)  Changes  in 
Shopping  Behavior  After  the  Covid-19  Pandemic, 
namely  in  a  pandemic  like  today,  people  do  online 
shopping instead of having to go to the mall. Related 
personas who appear to be extensively involved with 
eCommerce services are those who are interested in 
the  auto,  home  and  living  accessories,  and  fitness 
categories. These three goods affect consumption and 
the brand economy. From this, we can see that in the 
future  people's  potential  is  more  home  oriented, 
personal oriented and socializing more to the online 
pattern” (Yogi, 2021). 
The  various  changes  that  occur  in  society  are 
forced as a result of changes that occur in the 
surrounding environment, especially as a result of the 
Covid-19  pandemic.  Society  must  adapt  to  various 
forms of social changes that result. Various kinds of 
problems  that  exist  have  presented  the  impetus  for 
social  transformation  in  society.  In  fact,  it  is  not 
impossible  that  the  life  and  order  of  humanity  will 
experience a shift in a direction and form that is much 
different  from  the  situation  before  the  pandemic 
struck.  The  face  of  the  world  after  the  Covid-19 
pandemic may never return to the situation as it was 
before. Thus, all forms of community activities and 
activities carried out in the pre-pandemic period must 
now be forced to be adjusted to  the  health protocol 
standards set by the government. 
The question then is, why can society adapt? One 
theory that can explain it is the theory of behaviorism. 
This  theory  explains  that  the  behavioristic  learning 
process prioritizes behavior change as a result of the 
learning process. Changes in behavior are caused by 
the interaction between stimulus  and response. This 
learning  theory  is  oriented  towards  better  behavior. 
(Arthur  W.  Staats,  1996,  Behavior  and  Personality, 
Springer Publishing Company) A change in behavior 
in society is a response due to a stimulus caused by 
changes in nature, especially the Covid-19 pandemic. 
The response made by the community is one form of 
adaptation,  which  can  be  said  to  be  a  change  that 
occurs in society.