The Effect of Social Media Influencer Toward Purchase Intention on The Originote Product Mediated by Parasocial Interaction

Kusmiyati, Agustina and , Rini Kuswati, S.E., M.Si. (2024) The Effect of Social Media Influencer Toward Purchase Intention on The Originote Product Mediated by Parasocial Interaction. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of social media influencer Reizuka Ari on buying interest in The Originote products with the mediation of para-social interaction. This research was conducted on social media users who use skincare products. This research method uses a quantitative approach. Data was collected through an online survey using a purposive sampling method. Data analysis in this study was carried out using the Partial Least Square (PLS) 3 structural equation model. This study found that attractiveness and credibility have a significant effect on para-social interaction. Meanwhile, para-social interaction also has a positive influence on purchase intention. In addition, this study indicates that para-social interaction has a role as a mediating variable on attractiveness to purchase intention and credibility to purchase intention. These results indicate that social media influencers' behaviors, namely attractiveness and credibility, have a significant impact on increasing purchase intention. With the influencer establishing a relationship with his followers and having an attractive personality, it will provide relevant knowledge and trust so that people want to know about the product. It can be said that the factor of a social media influencer has a major influence on consumer decisions to buy a product.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Social Media Influencer, Attractiveness, Credibility, Para-social Interaction, Purchase Intention, Skincare
Subjects: H Social Sciences > HD Management, Business and Labor > HD28 Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: AGUSTINA KUSMIYATI
Date Deposited: 05 Aug 2024 06:32
Last Modified: 05 Aug 2024 06:32
URI: http://eprints.ums.ac.id/id/eprint/125825

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