Title: THE EFFECT OF INTERACTION ON TRUST AND LOYALTY (STUDY ON MEMBERS OF THE AGNES MONICA FAN COMMUNITY ON TWITTER)
Author: DEWI AYU MIFTAHUL JANNAH
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Social networking sites have become a popular issue in research in recent years. However, there is little research on the development of relationships or interactions and their role in forming trust and loyalty on social networking sites. Besides that, there is still little research that examines the interaction of both social and parasocial in influencing trust and loyalty. Therefore, the aim of this research is to determine the influence of parasocial interaction on social interaction, the influence of parasocial interaction on loyalty, the influence of parasocial interaction on trust, the influence of social interaction on trust, the influence of social interaction on loyalty, and the influence of trust on loyalty. This research uses a quantitative approach with a survey method and is supported by primary data through questionnaires. The sample for this research is members of the Agnes Monica fan community, with a total sample of 200 respondents. The analysis technique uses SEM with the AMOS (Analysis of Moment Structures) 21.0 program or software. The results of the research show that parasocial interaction has a positive and significant effect on social interaction, parasocial interaction has a positive but not significant effect on loyalty, parasocial interaction has a positive and significant effect on trust, social interaction has a positive and significant effect on trust, social interaction has a positive and significant effect on loyalty , and trust has a positive and significant effect on loyalty.
Keywords: Parasocial interaction, social interaction, trust, loyalty
Sources: http://repository.unair.ac.id/60955/
