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Shelly Antoinette
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Journal : Jurnal Strategi Pemasaran

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PENGARUH KARAKTERISTIK YOUTUBE VLOGGER TERHADAP PARASOCIAL INTERACTION DAN PURCHASE INTENTION DARI VIEWERS VLOG TITAN TYRA Shelly Antoinette
Jurnal Strategi Pemasaran Vol 6, No 1 (2019): Jurnal Strategi Pemasaran
Publisher : Jurnal Strategi Pemasaran

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Abstract

This study examines the effect of YouTube Vlogger characteristics on Parasocial Interaction and Purchase Intention. A conclusive research design follows the examination through literature review to generate hypotheses and the design of purposive sampling given the applied research. A Googlebased online survey was deployed, generating a usable 104 respondents who had had seen the review video from Titan Tyra, a YouTube vlogger. Results from the Partial Least Square structural equation modelling analyses showed substantial empirical evidence that supported all research hypotheses.
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