Pengaruh attitude homophily, physical attractiveness, social attractiveness youtuber influencer terhadap purchase intention yang dimediasi oleh para social relationship
Info Katalog
File Repositori
Nomor Panggil : 022001902009
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketing - Management;Purchasing - Marketing
Kata Kunci : attitude homophily, physical attractiveness, social attractiveness, parasocial relationship
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2023_TA_SMJ_022001902009_Halaman-Judul.pdf | -1 | |
| 2. | 2023_TA_SMJ_022001902009_lembar-pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001902009_Bab-1-Pendahuluan.pdf | 12 | |
| 4. | 2023_TA_SMJ_022001902009_Bab-2-Tinjauan-Pustaka.pdf | 18 |
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| 5. | 2023_TA_SMJ_022001902009_Bab-3-Metode-Penelitian.pdf | 18 |
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| 6. | 2023_TA_SMJ_022001902009_Bab-4-Analisis-dan-Pembahasan.pdf | 18 |
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| 7. | 2023_TA_SMJ_022001902009_Bab-5-Kesimpulan.pdf | 5 |
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| 8. | 2023_TA_SMJ_022001902009_Daftar-Pustaka.pdf | 2 | |
| 9. | 2023_TA_SMJ_022001902009_Lampiran.pdf | 18 |
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P enelitian ini bertujuan untuk mengetahui pengaruh Attitude Homophily, Physical Attractiveness, Social AttractivenessYouTuber Influencer terhadap Purchase Intention yang dimediasi oleh Parasocial Relationship. Melakukan penyebaran kuesioner kepada 200 respoden sebagai sampel. Dalam penelitian ini metode pengambilan sampel menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis yang digunakan adalah Structural Equation Modeling(SEM) dengan bantuan software SPSS Versi 27dan AMOS Versi 23. Alat analisis yang digunakan untuk melakukan pengujian hipotesis mediasi adalah Sobel Test. Hasil daripada penelitian ini adalah (1) Attitude Homophily memiliki pengaruh positif dan signifikan terhadap Parasocial Relationship. (2) Physical Attractivenessmemiliki pengaruh positif dan signifikan terhadap Parasocial Relationship. (3) Social Attractiveness memiliki pengaruh positif dan signifikan terhadap Parasocial Relationship. (4) Parasocial Relationship berpengaruh positif dan signifikan terhadap Purchase Intention. (5) Attitude Homophily, Physical Attractiveness dan Social Attractivenessmemiliki pengaruh positif dan signifikan terhadap Purchase Intention yang dimediasikan oleh Parasocial Relationship. (6) Physical Attractivenessmemiliki pengaruh positif dan signifikan terhadap Purchase Attractivenessmemiliki pengaruh positif dan signifikan terhadap Purchase Intention yang dimediasikan oleh Parasocial Relationship. (7) Social Attractivenessmemiliki pengaruh positif dan signifikan terhadap Purchase Intention yang dimediasikan oleh Parasocial Relationship. Saran (1) Penelitian selanjutnya dapat dapat meneliti menggunakan variabel lain yaitu Trustworthiness dan Perceived Expertise(2) Peneliti selanjutnya dapat meneliti YouTuber Influencer lain dengan kategori yang berbeda.
T his study aims to determine the effect of Attitude Homophily, Physical Attractiveness, Social Attractiveness of YouTuber Influencers on Purchase Intention mediated by Parasocial Relationship.Distributing questionnaires to 200 respondents as a sample.In this study the sampling method used non-probability sampling, using a purposive sampling technique.The analytical method used is Structural Equation Modeling (SEM) with the help of SPSS Version 27 and AMOS Version 23 software.The analytical tool used to test the mediation hypothesis is the Sobel Test.The results of this study are (1) Attitude Homophily has a positive and significant effect on Parasocial Relationship. (2) Physical Attractiveness has a positive and significant effect on Parasocial Relationship. (3) Social Attractiveness has a positive and significant effect on Parasocial Relationship. (4) Parasocial Relationship has a positive and significant effect on Purchase Intention. (5) Attitude Homophily, Physical Attractiveness and Social Attractiveness have a positive and significant effect on Purchase Intention which is mediated by Parasocial Relationship. (6) Physical Attractiveness has a positive and significant effect on Purchase Intention which is mediated by Parasocial Relationship. (7) Social Attractiveness has a positive and significant effect on Purchase Intention which is mediated by Parasocial Relationship.Suggestions (1) Future research can examine using other variables, namely Trustworthiness and Perceived Expertise (2) Future researchers can examine other YouTuber Influencers with different categories.
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