PENGARUH INTERAKSI PARASOSIAL TERHADAP HUBUNGAN PARASOSIAL, KREDIBILITAS ENDORSER DAN NIAT BELI PENGGEMAR SYAHRINI TERHADAP PRODUK KOSMETIK DI MEDIA INSTAGRAM

YURIKE ANINDYASARI
041524353006
Dosen Pembimbing
Sony Kusumasondjaja SE., M.Com.,Ph.D.

ABSTRACT

The number of Instagram users continue to grow from year to year and so parasocial concept does. Parasocial concept itself is getting popular and has been used a lot more in daily lives by marketeers. Marketeers compete to pick the most influencial person who has the ability to attract others in order to promote special products. This study was aimed at examining the influences of parasocial interaction, parasocial relationship, endorser credibility, and purchase intention of Syahrini’s fans on a make-up product. This research was a quantitative research using online questionnaire. Data were collected through online questionnaire and filled by Syahrini’s fan base on Instagram. The sample of this study used Syahrini’s women fans who never have bought a typical of Lakme make-up before. Later on, respondents were required to watch a video about Syahrini before they filled the online questionnaire. A significant influence between parasocial interaction and parasocial relationship; a significant influence between parasocial relationship and endorser credibility; a significant influence between parasocial relationship and purchase intention; and a non significant influence between endorser credibility and purchase intention.

Keywords : Parasocial Interaction, Parasocial Relationship, Endorser Credibility, Purchase Intention.

Sumber : http://mm.feb.unair.ac.id/id/kemahasiswaan/artikel/artikel-ilmiah/896-pengaruh-interaksi-parasosial-terhadap-hubungan-parasosial-kredibilitas-endorser-dan-niat-beli-penggemar-syahrini-terhadap-produk-kosmetik-di-media-instagram.html