| dc.contributor.author | Muktianis, Rima | |
| dc.date.accessioned | 2026-03-03T05:09:21Z | |
| dc.date.available | 2026-03-03T05:09:21Z | |
| dc.date.issued | 2022-06-20 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9251 | |
| dc.description | One of the factors underlying the success of marketing through social media is the use of influencer marketing. The role of influencers here provides a social presence effect for prospective buyers where they feel their presence and increase the sense of trust for potential consumers towards the targeted online store. This study was conducted to determine the relationship between parasocial interaction which causes a one-way relationship between the audience (consumers) and influencers on purchase intention (purchase intention) with consumer online purchase behavior as an intervening variable. This study uses the PLS-SEM method with hypothesis testing using the T test. Data collection is carried out using a questionnaire distributed in the form of a google form. There are 211 respondents who are followers of Lekasorai and have never bought Lekasorai products. The research was conducted in a period of approximately 4 (four) months, 2 months of submitting a proposal, 1 month of data collection and 1 month of data processing. The results of this study prove that parasocial interaction has an effect of 53.9% on consumer online purchase behavior, parasocial interaction has an effect of 53.9% 38.9% on purchase intention, consumer online purchase behavior has an effect of 41.8% on purchase intention, consumer online purchase behavior can be placed as an intervening variable and has an influence of 22.5%. | en_US |
| dc.description.abstract | Salah satu faktor yang mendasari keberhasilan pemasaran melalui media sosial adalah dengan menggunakan influencer marketing, Peran influencer disini memberikan efek social presence bagi calon pembeli dimana mereka merasakan kehadiran serta meningkatkan rasa trust bagi calon konsumen terhadap toko online yang dituju. Penelitian ini dilakukan untuk mengetahui hubungan antara parasocial interaction yang menimbulkan adanya hubungan satu arah antara audiens(konsumen) dengan influencer terhadap minat beli(purchase intention) dengan consumer online purchase behavior sebagai variable intervening. Penelitian ini menggunakan metode PLS-SEM dengan pengujian hipotesis menggunakan uji T. Pengumpulan data dilakukan dengan menggunakan kuesioner yang disebar dalam bentuk google form ini sebanyak 211 responden yang merupakan followers dari Lekasorai dan belum pernah membeli produk Lekasorai. Penelitian dilaksanakan dalam kurun waktu kurang lebih 4 (empat) bulan, 2 bulan pengajuan proposal, 1 bulan pengumpulan data dan 1 bulan pengolahan data Hasil penelitian ini membuktikan bahwa parasocial interaction berpengaruh sebesar 53,9% terhadap consumer online purchase behavior, parasocial interaction berpengaruh sebesar 38,9% terhadap purchase intention, consumer online purchase behavior berpengaruh sebesar 41,8% terhadap purchase intention, consumer online purchase behavior dapat diletakkan sebagai variable intervening dan memiliki pengaruh sebesar 22,5%. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | parasocial interaction | en_US |
| dc.subject | purchase intention | en_US |
| dc.subject | consumer online purchase behavior | en_US |
| dc.title | Pengaruh Parasocial Interaction terhadap Purchase Intention dengan Consumer Online Purchase Behavior sebagai Variable Intervening Pada Produk Fashion | en_US |
| dc.title.alternative | Effect of Parasocial Interaction on Purchase Intention with Consumer Online Purchase Behavior as Intervening Variable on Fashion Products | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Eric Harianto | |
