“PENGARUH ISYARAT SOURCE CREDIBILITY (ATTRACTIVENESS, EXPERTISE, TRUSTWORTHINESS, HOMOPHILY) INFLUENCER INSTAGRAM TERHADAP MILLENNIAL BUYING INTENTIONS DENGAN PARASOCIAL INTERACTION SEBAGAI VARIABEL MODERASI (STUDI PADA AKUN INSTAGRAM @ANANZAPRILI”

TAZKIYATUR ROHMAH, 1011910083 (2023) “PENGARUH ISYARAT SOURCE CREDIBILITY (ATTRACTIVENESS, EXPERTISE, TRUSTWORTHINESS, HOMOPHILY) INFLUENCER INSTAGRAM TERHADAP MILLENNIAL BUYING INTENTIONS DENGAN PARASOCIAL INTERACTION SEBAGAI VARIABEL MODERASI (STUDI PADA AKUN INSTAGRAM @ANANZAPRILI”. Undergraduate thesis, Universitas Internasional Semen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Isyarat Source Credibility (Attractiveness, Expertise, Trustworthiness, Homophily) Influencer Instagram Terhadap Millennial Buying Intentions Dengan Parasocial Interaction Sebagai Variabel Moderasi (Studi Pada Akun Instagram @Ananzaprili) data diperoleh dari kuesioner dengan 110 responden. Olah data dilakukan menggunakan Smart-PLS versi 4. Hasil penelitian menunjukkan bahwa terdapat 2 hipotesis yang berpengaruh yaitu (Epertise berpengaruh terhadap Buying Intention, Trustworthiness berpengaruh pada Buying Intention), dan terdapat 6 hipotesis yang tidak berpengaruh yaitu (Attractiveness tidak berpengaruh terhadap Buying Intention, Homophily tidak berpengaruh terhadap Buying Intention, Parasocial Interaction tidak memoderasi hubungan Attractiveness dan Buying Intention, Parasocial Interaction tidak memoderasi hubungan Expertis dan Buying Intention, Parasocial Interaction tidak memoderasi hubungan Trustworthiness dan Buying Intention, Parasocial Interaction tidak memoderasi hubungan Homophily dan Buying Intention).

Item Type:	Thesis (Undergraduate)
Additional Information:	Softfile/KK.23/UISI-01/MG
Uncontrolled Keywords:	Source Credibility, Attractiveness, Expertise, Trustworthiness, Homophily, Buying Intention, Parasocial Interaction.
Contributors:	Contribution Name Email Thesis advisor Marisya Mahdia Khoirina, S.M,. M.M. marisya.khoirina@uisi.ac.id
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Department of Management
Depositing User:	Tazkiyatur Rohmah
Date Deposited:	25 Aug 2023 15:16
Last Modified:	25 Aug 2023 15:16
URI:	https://repository.uisi.ac.id/id/eprint/5346

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