Anteseden dan konsekuensi dari parasocial interactions pada produk kosmetik lokal
Info Katalog
File Repositori
Nomor Panggil : 022002006504
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Fatik Rahayu
Subyek : Brand loyalty;Marketing management
Kata Kunci : parasocial interaction, perceived value, social attractiveness, physical attractiveness, purchase in
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022002006504_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022002006504_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022002006504_Bab-1-Pendahuluan.pdf | 6 | |
| 4. | 2023_TA_SMJ_022002006504_Bab-2-Tinjauan-Pustaka.pdf | 10 |
|
| 5. | 2023_TA_SMJ_022002006504_Bab-3-Metode-Penelitian.pdf | 18 |
|
| 6. | 2023_TA_SMJ_022002006504_Bab-4-Analisis-dan-Pembahasan.pdf | 9 |
|
| 7. | 2023_TA_SMJ_022002006504_Bab-5-Kesimpulan.pdf | 6 |
|
| 8. | 2023_TA_SMJ_022002006504_Daftar-Pustaka.pdf | 3 | |
| 9. | 2023_TA_SMJ_022002006504_Lampiran.pdf | 15 |
|
P Penelitian ini bertujuan untuk menguji dan menganalisis antesedens dan konsekuensi dari parasocial interaction pada produk kosmetik lokal. Penelitian ini menggunakan data primer dalam bentuk kuesioner. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling yang diberikan kepada 214 responden yang telah menggunakan produk kosmetik lokal. Data dianalisis menggunakan SEM melalui program AMOS. Hasil dari penelitian ini adalah: (1) Social Attractiveness berpengaruh positif terhadap Parasocial Interaction, (2) Physical Attractiveness berpengaruh positif terhadap Parasocial Interaction dan (3) Parasocial Interaction berpengaruh positif terhadap Purchase Intention.
T The purpose of this study was to examine and analyze the antecedent and consequences of parasocial interactions and perceived value on local cosmetic products. The study used primary data in the form of questionnaires. The sampling technique used is purposive sampling given to 214 respondents who have used local cosmetic products. The data were analyzed using SEM through the AMOS program. The results of this study are: (1) Social Attractiveness positively affects Parasocial Interaction, (2) Physical Attractiveness positively affects Parasocial Interaction, and (3) Parasocial Interaction positively affects Purchase Intention.
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