Anteseden dan Konsekuen Interaksi Parasosial (Studi pada Produk MS Glow Cosmetic)
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Institusion
Universitas Muhammadiyah Surakarta
Author
Isna'in, Ilham Afif
, Dr. Rini Kuswati, S.E., M.Si
, Dr. Rini Kuswati, S.E., M.Si
Subject
HD28 Management
Datestamp
2022-08-09 02:59:44
Abstract :
This study aims to analyze the effect of physical attractiveness, social attractiveness and materialism on purchase intentions mediated by parasocial interactions on cosmetic MS Glow products. In this study using 171 respondents. The type of data used is primary data. The data collection method used is a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. This study concludes that: Physical attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Social Attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Materialism has no positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Parasocial interaction has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Physical Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Social Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Materialism has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Physical Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Social Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial interactions do not mediate the effect of Materialism on Purchase Intentions on Ms Glow Cosmetics products.
This study aims to analyze the effect of physical attractiveness, social attractiveness and materialism on purchase intentions mediated by parasocial interactions on cosmetic MS Glow products. In this study using 171 respondents. The type of data used is primary data. The data collection method used is a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. This study concludes that: Physical attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Social Attractiveness has a positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Materialism has no positive and significant effect on Parasocial Interaction on Ms Glow Cosmetics products. Parasocial interaction has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Physical Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Social Attractiveness has no positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Materialism has a positive and significant effect on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Physical Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial Interaction mediates the effect of Social Attractiveness on Purchase Intention on Ms Glow Cosmetics products. Parasocial interactions do not mediate the effect of Materialism on Purchase Intentions on Ms Glow Cosmetics products.
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