Pengaruh Self-disclosure Terhadap Purchase Intention Melalui Parasocial Interaction dan Source of Credibility (Studi Pada Subscribers Kanal YouTube Nihongo Mantappu Sebagai Konsumen Cimory Yogurt Drink di Kota Malang)

Wulandari, Febiola and Prof. Ananda Sabil Hussein, S.E., M.Com., Ph.D. and Dr. Mintarti Rahayu, S.E., M.S., CSRS. (2024) Pengaruh Self-disclosure Terhadap Purchase Intention Melalui Parasocial Interaction dan Source of Credibility (Studi Pada Subscribers Kanal YouTube Nihongo Mantappu Sebagai Konsumen Cimory Yogurt Drink di Kota Malang). Magister thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menguji hubungan antara self-disclosure dan purchase intention melalui parasocial interaction dan source of credibility di kalangan konsumen Cimory Yogurt Drink yang juga merupakan subscribers dari kanal YouTube Nihongo Mantappu di Kota Malang. Penelitian ini merupakan penelitian eksplanatori dengan pendekatan kuantitatif. Data diambil dengan menyebarkan kuesioner secara online kepada 210 responden dan dianalisis menggunakan metode Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa self-disclosure tidak berpengaruh secara langsung terhadap purchase intention. Namun, parasocial interaction dan source of credibility memediasi secara penuh pengaruh self-disclosure terhadap purchase intention. Temuan ini menunjukkan bahwa pemilik kanal YouTube Nihongo Mantappu perlu lebih memperhatikan konten apa saja yang akan dibagikan, mengingat tingkat self-disclosure hanya akan mampu meningkatkan purchase intention melalui adanya peningkatan daya tarik dan citra produk.

English Abstract

The objective of this research is to assess the relationship between self-disclosure and purchase intention through parasocial interaction and source of credibility among Cimory Yogurt Drink consumers in Malang City who are also the subscribers of Nihongo Mantappu YouTube channel. The data of this quantitative explanatory research was harvested via online questionnaires to 210 respondents and was analyzed using Partial Least Squares (SEM-PLS). This study finds that self-disclosure has no effect on purchase intention and that parasocial interaction and source of credibility fully mediate the effect of self-disclosure on the purchase intention. These findings indicate that the owner of Nihongo Mantappu YouTube channel at least pays more attention to its content to be shared since excessive self-disclosure can influence the attractiveness and the image of the product, which in the end reduce purchase intention.

Item Type:	Thesis (Magister)
Identification Number:	0424020014
Uncontrolled Keywords:	Self-disclosure, Parasocial Interaction, Source of Credibility, Purchase Intention
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	25 Apr 2024 07:20
Last Modified:	25 Apr 2024 07:20
URI:	http://repository.ub.ac.id/id/eprint/218609

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