| NIM | C1H021034 |
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| Namamhs | NIKEN AYU PRAMESWARI |
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| Judul Artikel | THE IMPACT OF PERCEIVED AUTHENTICITY OF SOCIAL MEDIA INFLUENCER ON BRAND PURCHASE INTENTION : MEDIATING ANALYSIS OF PARASOCIAL INTERACTION AND EMOTIONAL ATTACHMENT ON INSTAGRAM (STUDY OF TASYA FARASYA ON PURCHASE INTENTION MOP)
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| Abstrak (Bhs. Indonesia) | Penelitian ini merupakan penelitian kuantitatif yang menganalisis pengaruh Perceived Authenticity influencer media sosial terhadap Purchase Intention dengan Parasocial Interaction dan Emotional Attachment sebagai variabel mediasi. Penelitian ini bertujuan untuk menjelaskan ketidakkonsistenan penelitian sebelumnya tentang pengaruh influencer media sosial terhadap purchase intention dan mendapatkan pemahaman yang lebih baik tentang faktor-faktor yang mendorong perilaku purchase intention, dalam konteks influencer marketing di media sosial. Secara khusus, bertujuan untuk mengeksplorasi dampak keterlibatan influencer dalam pemasaran produk terhadap perilaku purchase intention pengikut mereka, dengan mempertimbangkan peran Parasocial Interaction dan Emotional Attachment sebagai mediator potensial dalam proses pengambilan keputusan pembelian. Secara objektif, penelitian ini melakukan studi kasus pada pengikut aktif media sosial Instagram dari beauty influencer terkemuka di Indonesia "Tasya Farasya", dengan melibatkan 263 member sebagai responden, dengan menggunakan metode convenience sampling. Studi ini menunjukkan beberapa temuan kunci: Influencer Perceived Authenticity tidak memiliki efek positif pada niat pembelian langsung, Influencer Perceived Authenticity memiliki efek positif pada Interaksi Parasosial, Influencer Perceived Authenticity tidak memiliki efek positif pada Keterikatan Emosional, Interaksi Parasosial memiliki efek positif pada Keterikatan Emosional, Interaksi Parasosial memiliki efek positif pada Niat Pembelian, Keterikatan Emosional memiliki efek positif pada Niat Pembelian, Interaksi Parasosial memediasi efek Perceived Authenticity pada Niat Pembelian, Keterikatan Emosional tidak memediasi efek Perceived Authenticity pada Niat Pembelian. Temuan ini memberikan wawasan berharga tentang bagaimana mekanisme influencer memengaruhi perilaku pengikut mereka di media sosial. |
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| Abtrak (Bhs. Inggris) | This study is a quantitative study that analyzes the influence of Perceived Authenticity social media influencers on Purchase Intention with Parasocial Interaction and Emotional Attachment as mediating variables. This study aims to explain the inconsistency of previous studies on the influence of social media influencers on purchase intention and gain a better understanding of the factors that drive purchase intention behavior, in the context of influencer marketing on social media. Specifically, it aims to explore the impact of influencer involvement in product marketing on the purchase intention behavior of their followers, considering the role of Parasocial Interaction and Emotional Attachment as potential mediators in the purchase decision-making process. Objectively, this study conducted a case study on active followers of Instagram social media from a leading beauty influencer in Indonesia "Tasya Farasya", involving 263 members as respondents, using the convenience sampling method. This study shows several key findings: Perceived Authenticity influencers do not have a positive effect on direct purchase intention, Perceived Authenticity influencers have a positive effect on Parasocial Interaction, Perceived Authenticity influencers do not have a positive effect on Emotional Attachment, Parasocial Intercation has a positive effect on Emotional Attachment, Parasocial Intercation has a positive effect on Purchase Intention, Emotional Attachment has a positive effect on Purchase Intention, Parasocial Interaction mediates the effect of Perceived Authenticity on Purchase Intention, Emotional Attachment does not mediate the effect of Perceived Authenticity on Purchase Intention. These findings provide valuable insights into how influencer mechanisms influence the behavior of their followers on social media.
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| Kata kunci | Keywords : Perceived Authenticity influencer, Parasocial Interaction, Emotional Attachment, Tasya Farasya |
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| Pembimbing 1 | Dr. Weni Novandari, S.E, M.Si. |
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| Pembimbing 2 | |
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| Pembimbing 3 | |
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| Tahun | 2024 |
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| Jumlah Halaman | 15 |
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| Tgl. Entri | 2025-01-10 12:14:59.573717 |
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