Anteseden dan Konsekuen Interaksi Parasosial (Studi pada Produk MS Glow Cosmetic)

Isna'in, Ilham Afif and , Dr. Rini Kuswati, S.E., M.Si (2022) Anteseden dan Konsekuen Interaksi Parasosial (Studi pada Produk MS Glow Cosmetic). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of physical attractiveness, social attractiveness and materialism on purchase intentions mediated by parasocial interactions on cosmetic MS Glow products. In this study using 171 respondents. The type of data used is primary data. The data collection method used is a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. This study concludes that: Physical attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Social Attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Materialism has no positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Parasocial interaction has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Physical Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Social Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Materialism has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Physical Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Social Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial interactions do not mediate the effect of Materialism on Purchase Intentions on Ms Glow Cosmetics products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Physical Attractiveness, Social Attractiveness, Materialism, Parasocial Interaction, Purchase Intention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ILHAM AFIF ISNA'IN
Date Deposited:	09 Aug 2022 02:59
Last Modified:	09 Aug 2022 02:59
URI:	http://eprints.ums.ac.id/id/eprint/102985

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