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Analisis Pengaruh Kredibilitas dan Interaksi Parasosial oleh Youtube Influencer terhadap Intensi Pembelian Produk Kecantikan
Brands and businesses are increasingly interested in finding ways to use influencers as ‘popular figures’ to introduce products to their audience. This study aims to determine the influence and parasocial interaction by Youtube influencer on the intensity of purchasing beauty products influenced by physical attractiveness, attitude homophily, and social attractiveness. This quantitative research uses Covariance Based Structural Equation Modeling (CB-SEM) for data processing based on data from 639 respondents obtained through questionnaires to active Youtube users who have subscribed to Indonesian beauty influencers for more than three months. This study shows that physical attractiveness, attitude homophily, and social attractiveness have a positive and significant effect on interpersonal interactions. Furthermore, physical attractiveness and attitude homophily have a positive and significant effect on the credibility of the influencer. Finally, credibility and parasocial interaction have a positive and significant effect on purchase intention. The managerial implications and suggestions for further research are discussed further in this study..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13560 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Credibility Influencer Parasocial Interaction |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 192 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |