Anteseden purchase intention pada produk yang dibawakan oleh food influencer

DETAIL KOLEKSI

Anteseden purchase intention pada produk yang dibawakan oleh food influencer

Oleh : Raihanah Mazaya

Info Katalog

Nomor Panggil : 022002001040

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Purchasing;Marketing -- Management

Kata Kunci : parasocial relationships, purchase intention, attractiveness, prestige, expertise, interactivity, da

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022002001040_Halaman-Judul.pdf	12
2.	2024_TA_SMJ_022002001040_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022002001040_Bab-1-Pendahuluan.pdf	10
4.	2024_TA_SMJ_022002001040_Bab-2-Tinjauan-Pustaka.pdf	21
5.	2024_TA_SMJ_022002001040_Bab-3-Metode-Penelitian.pdf	17
6.	2024_TA_SMJ_022002001040_Bab-4-Pembahasan-Hasil-Penelitian.pdf	15
7.	2024_TA_SMJ_022002001040_Bab-5-Kesimpulan.pdf	5
8.	2024_TA_SMJ_022002001040_Daftar-Pustaka.pdf	9
9.	2024_TA_SMJ_022002001040_Lampiran.pdf	17

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh parasocial relationships terhadap purchase intention, attractiveness, prestige, expertise, interactivity, self-disclosure terhadap parasocial relationships. Penelitian ini dilakukan pada individu yang menjadi pengikut dan penonton konten media sosial dari Food Influencer (Ria SW, Mgdalenaf, Nex Carlos, Ken & Grat, Tanboy Kun, Sibungbung, Tasyi Athasyia, Nanakoot, Farida Nurhan dan Duo Pengacara) minimal 1 kali dalam 6 bulan terakhir. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa variabel parasocial relationships terhadap purchase intention berpengaruh positif, variabel attractiveness, interactivity, self-disclosure terhadap parasocial relationships berpengaruh positif, serta variabel prestige dan expertise terhadap parasocial relationships tidak berpengaruh positif.

T This study aims to analyze the effect of parasocial relationships on purchase intention, attractiveness, prestige, expertise, interactivity, self-disclosure on parasocial relationships. This research was conducted on individuals who are followers and viewers of social media content from Food Influencers (Ria SW, Mgdalenaf, Nex Carlos, Ken & Grat, Tanboy Kun, Sibungbung, Tasyi Athasyia, Nanakoot, Farida Nurhan and Duo Pengacara) at least once in the last 6 months. Research data were obtained through an online questionnaire (google form). The sampling technique used in this study was purposive sampling. The data analysis tool used is the Structural Equation Model (SEM).The results of this study concluded that the parasocial relationships variable on purchase intention has a positive effect, the variables of attractiveness, interactivity, self-disclosure on parasocial relationships have a positive effect, and the prestige and expertise variables on parasocial relationships have no positive effect.