-, Nuriyanna and Prof.Dr Moeljadi, SU. and Dr..Drs.Agung Yuniattnto, ,MS. (2021) Para-Social Interaction Sebagai Mediasi Pengaruh Beauty Influencer Terhadap Purchase Intention (Studi Pada Konten Kecantikan Di Media Sosial. Magister thesis, Universitas Brawijaya.
Abstract
Digitalisasi telah merevolusi dunia pemasaran, saat ini pemasar lebih fokus pada pemasaran melalui media sosial. Peluang pemasaran media sosial telah dirasakn oleh berbagai industri, tidak terkecuali bagi industri kecantikan. Penggunaan Beauty Influencer dalam pemasaran media sosial telah menjadi tren terkini untuk memasarkan produk kecantikan. Beauty Influencer sendiri diukur menggunakan Trustworthy, Expertise, Physical attractiveness, Respect, dan Similarity. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh keseluruhan Beauty Influencer (Trustworthy, Expertise, Physical attractiveness, Respect, dan Similarity) terhadap Purchase Intention melalui mediasi Para-Social Interaction. Penelitian ini dikategorikan dalam explanatory research. Responden merupakan pengikut dari Tasya Farasya di media sosial Instagram maupun Youtube. Sampel yang digunakan pada penelitian ini adalah purposive sampling, dimana penentuan responden berdasasrkan kriteria yang telah ditetapkan. Sebanyak 150 responden digunakan dalam penelitian ini. Metode analisis yang digunakan adalah Partial Least Square (PLS) dengan menggunakan aplikasi SmartPLS. Hasil temuan membuktikan bahwa Trustworthy, Expertise Respect dan Similarity berpengaruh signifikan terhadap Para-Social Interaction. Sedangkan Physical attractiveness tidak memiliki pengaruh terhadap Para-Social Interaction. Efek mediasi Para-Social Interaction terbukti mampu menjembatani pengaruh Trustworthy, Expertise, Respect dan Similarity terhadap Purchase Intention, sedangkan Para-Social Interaction tidak mampu memberikan efek mediasi pada Physical attractiveness terhadap Purchase Intention
English Abstract
Digitalization has revolutionized the marketing world, shifting marketers’ focus on social media marketing. Social media marketing has opened new opportunities for many industries, including the beauty industry. The new trends in social media marketing is employing Beauty Influencers as product endorser. Beauty Influencers need to have good Trustworthiness, Expertise, Physical attractiveness, Respect, and Similarity. This study analyzed the role of Beauty Influencer (Trustworthiness, Expertise, Physical attractiveness, Respect, and Similarity) on Purchase Intention through Para-Social Interaction. This explanatory study involved 150 followers of Tasya Farasya on Instagram and Youtube as respondents selected using purposive sampling based on certain criteria. Partial Least Square (PLS) analysis was performed using SmartPLS software. The results of this study showed that Trustworthiness, Expertise Respect and Similarity strongly affected Para-Social Interaction. Physical attractiveness showed no effect towards Para-Social Interaction. This study also found that Trustworthiness, Expertise, Respect and Similarity might affect Purchase Intention through para-social interaction. Unfortunately, Para-Social Interaction did not show similar influence on Physical attractiveness towards Purchase Intention.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0421020015 |
| Uncontrolled Keywords: | Influencer, Para-Social Interaction, Purchase IntentionM Influencer, Para-Social Interaction, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 27 Jun 2022 07:41 |
| Last Modified: | 27 Jun 2022 07:41 |
| URI: | http://repository.ub.ac.id/id/eprint/191323 |
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