Pengaruh Daya Tarik Fisik dan Daya Tarik Sosial Terhadap Niat Beli Produk Secara Daring yang di Mediasi Oleh Interaksi Parasosial

Amara, Mia and , Dr. Rini Kuswati, S.E., M.Si (2020) Pengaruh Daya Tarik Fisik dan Daya Tarik Sosial Terhadap Niat Beli Produk Secara Daring yang di Mediasi Oleh Interaksi Parasosial. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to examine the influence of physical attractiveness and social attractiveness on online purchase intentions mediated by parasocial interactions. Where the independent variable consists of physical attractiveness, social attractiveness, and parasocial interactions, while the dependent variable is the intention to buy products online. The population in this study were followers of beauty vlogger Tasya Farasya both on social media Instagram or YouTube. The sampling technique used in this study was purposive sampling by taking 126 respondents. Data collection method is by distributing questionnaires using Google Form. The analysis used in this study includes the research instrument test that is the validity and reliability test, the research model test that is the normality test, and the research hypothesis test using Structural Equation Modeling (SEM). The results showed that the parasocial interaction variables fully mediated to the variable physical attractiveness and social attractiveness towards online product purchase intentions. This is shown from the results of hypothesis testing using SEM that the hypothesis of the variable physical attractiveness to purchase intentions shows insignificant results, and the variable social appeal to purchase intention also shows insignificant results. Then the results show that parasocial interactions fully mediate.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Physical Attraction, Social Attraction, Parasocial Interaction, Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MIA AMARA
Date Deposited:	08 Aug 2020 15:12
Last Modified:	08 Aug 2020 15:12
URI:	http://eprints.ums.ac.id/id/eprint/84093

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