| dc.contributor.author | Anggraeni, Dyah Ayu | |
| dc.date.accessioned | 2026-03-04T06:03:29Z | |
| dc.date.available | 2026-03-04T06:03:29Z | |
| dc.date.issued | 2022-02-02 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9275 | |
| dc.description | The existence of the internet has also influenced the development of the business world. The internet plays a key role for the progress and development of companies in the digital transformation era. Fordive, is one of the businesses that is developing its business by utilizing the Instagram platform as their promotional medium. Fordive is a local perfume brand developed by PT Kosmo Inovasi Nusantara. Fordive is a brand known as a local perfume with a unisex scent that can be used by both women and men. The purpose of this study is to determine the role of parasocial interaction in the relationship between social media platforms and celebrity endorsers on Fordive consumer buying interest. The number of samples in this study were 278 samples who were followers of Fordive's Instagram social media. The survey method by distributing questionnaires online via the Google form was used in this study to conduct sampling. The sampling method uses non-probability sampling. The results of this study indicate that social media, celebrity endorsement and Parasocial Interaction have an important role in influencing consumer buying interest | en_US |
| dc.description.abstract | Adanya internet turut mempengaruhi perkembangan dunia bisnis. Internet memegang peranan kunci untuk kemajuan serta perkembangan perusahaan pada era digital transformation. Fordive, merupakan salah satu bisnis yang mengembangkan usahanya dengan memanfaatkan platform Instagram sebagai media promosi mereka. Fordive merupakan brand parfum lokal yang dikembangkan oleh PT Kosmo Inovasi Nusantara. Fordive merupakan brand yang dikenal sebagai parfume lokal dengan aroma unisex yang dapat digunakan baik wanita maupun pria. Tujuan pada penelitian ini, untuk mengetahui Peran Parasocial Interaction dalam Hubungan antara Platform Media Social dan Celebrity Endoreser Terhadap Minat Beli Konsumen Fordive. Jumlah sampel pada penelitian ini sebanyak 278 sampel yang merupakan pengikut media sosial instragram Fordive. Metode survei dengan pembagian kuisioner secara online melalui google form digunakan dalam penelitian ini untuk melakukan pengambilan sampel. Metode pengambilan sampel menggunakan non-probability sampling. Hasil pada penelitian ini menunjukkan bahwa Media social, celebrity endorsement dan Parasocial Interaction memiliki peran penting dalam mempengaruhi minat beli konsumen. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Media sosial | en_US |
| dc.subject | celebrity endorsement | en_US |
| dc.subject | Parasocial Interaction | en_US |
| dc.subject | Minat Beli | en_US |
| dc.subject | Social media | en_US |
| dc.subject | Purchase Intention | en_US |
| dc.title | Peran Parasocial Interaction dalam Hubungan antara Platform Media Sosial dan Celebrity Endoreser Terhadap Minat Beli Konsumen Fordive | en_US |
| dc.title.alternative | The Role of Parasocial Interaction in the Relationship between Social Media Platforms and Celebrity Endorsers to Fordive Consumers' Buying Interests | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Helena Sidharta | |
