Anteseden dan konsekuensi parasocial interaction pada produk skincare
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Fatik Rahayu
Kata Kunci : Attractiveness, Trustworthiness, Empathy of Audiences, Low Self-esteem of Audiences, Parasocial Inte
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002106023_Halaman-Judul.pdf | 13 | |
| 2. | 2025_SK_SMJ_022002106023_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002106023_Surat-Hasil-Similaritas.pdf | ||
| 4. | 2025_SK_SMJ_022002106023_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | ||
| 5. | 2025_SK_SMJ_022002106023_Lembar-Pengesahan.pdf | ||
| 6. | 2025_SK_SMJ_022002106023_Pernyataan-Orisinalitas.pdf | ||
| 7. | 2025_SK_SMJ_022002106023_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | ||
| 8. | 2025_SK_SMJ_022002106023_Bab-1.pdf | 9 | |
| 9. | 2025_SK_SMJ_022002106023_Bab-2.pdf | 18 |
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| 10. | 2025_SK_SMJ_022002106023_Bab-3.pdf | 18 |
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| 11. | 2025_SK_SMJ_022002106023_Bab-4.pdf | 18 |
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| 12. | 2025_SK_SMJ_022002106023_Bab-5.pdf | 6 | |
| 13. | 2025_SK_SMJ_022002106023_Daftar-Pustaka.pdf | 6 | |
| 14. | 2025_SK_SMJ_022002106023_Lampiran.pdf | 43 |
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P Penelitian ini menganalisis pengaruh parasocial interaction terhadap niat beli(purchase intention) dan penyebaran informasi elektronik (e-wom) pada produkskincare. variabel yang diteliti meliputi attractiveness, trustworthiness, empathy ofaudiences, dan low self-esteem of audiences. data dikumpulkan melalui kuesionerdari 200 responden pengguna media sosial dan dianalisis menggunakan metode semdengan software amos. hasil penelitian menunjukkan bahwa semua variabelanteseden berpengaruh positif dan signifikan terhadap parasocial interaction, yangpada gilirannya meningkatkan purchase intention dan e-wom. temuan ini dapatdigunakan sebagai acuan bagi strategi pemasaran digital melalui influencer
T This study analyses the influence of parasocial interaction on purchase intention ande-wom on skincare products. the variables studied include attractiveness,trustworthiness, empathy of audiences, and low self-esteem of audiences. data werecollected through questionnaires from 200 social media user respondents andanalysed using the sem method with amos software. the results show that allantecedent variables have a positive and significant effect on parasocial interaction,which in turn increases purchase intention and e-wom. these findings can be usedas a reference for digital marketing strategies through influencers
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