Pengaruh Parasocial Interaction pada Minat Pembelian

  • Praditya Pratama Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia

Abstract

Social media is currently a tool that can be used for marketing. Youtube is one of the social media based on UGC (User Generated Content) which allows direct interaction between users. Interaction between users directly raises an attachment between content creators and their audiences or can be called parasocial interaction. This study will examine how parasocial interactions can affect purchase intention. This research was conducted on Youtube users who subscribe to Arief Muhammad's Youtube channel, Moto Mobi, Fitra Eri and Ridwan Hanif, in addition they also already know the MS Glow brand. This study was analyzed using SEM PLS 3.0. The results of this study indicate that physical attractiveness, social attractiveness and nature have an effect on parasocial interactions, but this study shows that the parasocial interactions of the creator's content above do not directly affect the purchase intention of MS Glow body care products.


 


Media sosial saat ini merupakan alat yang dapat digunakan untuk melakukan pemasaran. Youtube merupakan salah satu media sosial yang berbasis UGC (User Generated Content) yang membuat adanya interaksi antara pengguna dapat dilakukan secara langsung. Interaksi antarpengguna secara langsung memunculkan adanya keterikatan antara pembuat konten dan khalayaknya atau dapat disebut parasocial interaction. Penelitian ini akan meneliti bagaimana parasocial interaction dapat memengaruhi minat pembelian. Penelitian ini dilakukan pada pengguna Youtube yang berlangganan kanal Youtube Arief Muhammad, Moto Mobi, Fitra Eri, dan Ridwan Hanif. Selain itu, mereka juga sudah mengetahui merek MS Glow. Penelitian ini dianalisis menggunakan SEM PLS 3.0. Hasil dari penelitian ini menunjukkan bahwa daya tarik secara fisik, daya tarik sosial, dan kesamaan sifat berpengaruh pada parasocial interaction. Namun, pada penelitian ini menunjukkan bahwa parasocial interaction konten kreator di atas tidak berpengaruh secara langsung kepada minat pembelian produk perawatan tubuh MS Glow.

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Published
2021-11-11
How to Cite
PRATAMA, Praditya. Pengaruh Parasocial Interaction pada Minat Pembelian. Ideas: Jurnal Pendidikan, Sosial, dan Budaya, [S.l.], v. 7, n. 4, p. 123-132, nov. 2021. ISSN 2656-940X. Available at: <https://jurnal.ideaspublishing.co.id/index.php/ideas/article/view/518>. Date accessed: 05 dec. 2021. doi: https://doi.org/10.32884/ideas.v7i4.518.