Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal
DOI:
https://doi.org/10.31004/jptam.v7i1.5380Keywords:
Parasocial Interaction, Social Attractiveness, Physical Attractiveness, Purchase Intention, Produk Kosmetik LocalAbstract
Penelitian ini bertujuan untuk menguji dan menganalisis antesedens dan konsekuensi dari parasocial interaction pada produk kosmetik lokal. Penelitian ini menggunakan data primer dalam bentuk kuesioner. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling yang diberikan kepada 214 responden yang telah menggunakan produk kosmetik lokal. Data dianalisis menggunakan SEM melalui program AMOS. Hasil dari penelitian ini adalah: (1) Social Attractiveness berpengaruh positif terhadap Parasocial Interaction, (2) Physical Attractiveness berpengaruh positif terhadap Parasocial Interaction dan (3) Parasocial Interaction berpengaruh positif terhadap Purchase Intention.
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