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Analisis Pengaruh Credibility dan Parasocial Interaction dari Instagram Influencer terhadap Purchase Intention
Nowadays, Instagram influencers play an important role in marketing by introducing products to their audience. This study focuses on the persuasion factors related with Instagram influencer on fashion and beauty industry. More precisely, this study aims to determine how the credibility of Instagram influencers and parasocial interaction between influencers and their audiences which are influenced by physical attractiveness, homophily attitude, social attractiveness, trustworthiness, and expertise will influence consumer purchase intention. This study uses Instagram influencer Ayla Dimitri as a case study. The data was collected using an online survey of 18-34 year old Instagram users. By using purposive sampling, 400 respondents were collected then processed and analyzed using the Partial Least Square-Structural Equation Method (PLS-SEM). The results of this study found that homophily attitude, trustworthiness, and expertise had a positive and significant effect on parasocial interaction, but physical attractiveness showed results that did not have a significant effect on social interactions. Meanwhile, both credibility and parasocial interaction show a positive and significant effect on purchase intention.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12919 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Credibility Influencer Parasocial Interaction |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 146 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |