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All Journal Jurnal Manajemen dan Bisnis Sriwijaya Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Moneter : Jurnal Akuntansi dan Keuangan Scientific Journal of Reflection : Economic, Accounting, Management and Business EQIEN - JURNAL EKONOMI DAN BISNIS At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Journal Of Management Science (JMAS) Jurnal Doktor Manajemen (JDM) Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Journal of Enterprise and Development (JED) Pekobis : Jurnal Pendidikan, Ekonomi, dan Bisnis Dinasti International Journal of Digital Business Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Industrial Engineering & Management Research (JIEMAR) International Journal of Social and Management Studies (IJOSMAS) Jurnal Pengabdian Kepada Masyarakat International Journal of Educational Review, Law And Social Sciences (IJERLAS) Journal of Economics and Business Letters ProBisnis : Jurnal Manajemen Golden Ratio of Mapping Idea and Literature Format Jurnal Akuntansi dan Manajemen Bisnis (JAMAN) Jurnal Ekonomi dan Manajemen (JEKMA) Journal of Business Studies and Management Review Priviet Social Sciences Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) West Science Business and Management Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) International Journal Multidisciplinary Science Jurnal Dinamika Manajemen Atestasi : Jurnal Ilmiah Akuntansi
Dede Suleman
Universitas Pembangunan Jaya
Religion Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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Journal : ProBisnis : Jurnal Manajemen

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The Effect of Parasocial Intervention on Purchase Intention with Consumer Online Purchase Behavior as an Intervention Variable in Fashion Products Dede Suleman; Sofyan Marwansyah; Raden Ati Haryati; Devy Sofyanty; Dede Mustomi; Wiwin Wianti; Lukman Hakim
ProBisnis : Jurnal Manajemen Vol. 14 No. 5 (2023): October: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i5.314

Abstract

This study aims to explore the relationship between parasocial interaction and purchase intention (Interest in Shopping) and how consumer online purchase behavior acts as an intermediary variable. The quantitative method used in this research is the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Hypotheses are tested via statistical t tests. Data was collected through a questionnaire distributed to 211 respondents who were followers of Zara's social media accounts and had never purchased products from this brand. The research was conducted for 4 months, from February to May 2022. The results showed that parasocial interactions had a 54% influence on consumer online purchasing behavior, 39% on purchasing interest, and consumer online purchasing behavior had a 42% influence on purchasing interest. Apart from that, consumer online purchasing behavior also acts as an intermediary variable with an influence of 22%. This research provides insight into how parasocial interactions influence purchase intention and through what mechanisms consumers' online purchasing behavior plays a role in this relationship
The Influence of Brand Ambassador (Treasure) and E-WOM on Purchase Intention through Brand Image on the Ruangguru Application in High Schools Kojongian, Marcellino Kevin; Suleman, Dede
ProBisnis : Jurnal Manajemen Vol. 14 No. 6 (2023): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i6.383

Abstract

In the current era of digitalization, many phenomena often appear in Indonesia, such as the transformation of the learning system in education that uses technology and internet media more. Today's young Indonesians like South Korean culture which is synonymous with K-pop. The emergence of new habits from today's consumers is to share their experiences online more often in the form of reviews, testimonials, and content. Consumer behavior today is also difficult to predict in purchasing because some consumers tend to buy products or services only based on their brand image and not their functional value. For this reason, this study aims to analyze and test how much influence Brand Ambassador and E-WOM have on Purchase Intention through Brand Image with a population of high school students in South Tangerang who are interested in Ruangguru. This study uses quantitative methods with a descriptive approach and analytical techniques using SEM-PLS with SMART-PLS applications. The results of this study have 243 respondents whose data has been processed and has met the requirements in the study. The statistical test results show that Brand Ambassadors have a significant and positive effect on Purchase Intentions, Brand Ambassadors have a positive and significant effect on Brand Image, E-WOM has a positive and significant effect on Purchase Intentions, E-WOM has a positive and significant effect on Brand Image, Brand Image has a positive and significant impact on Purchase Intentions, then the Brand Ambassadors and E-WOM have an indirect influence on Purchase Intention through Brand Image.
Co-Authors Aan Rahman Adi Chandra Setiawan Agus Saputra Alya Syahla Amanda Putri Amin Setio Lestiningsih Ananda, Tarisa Aulia Andi Martias Anis Fuad Salam Anus Wuryanto Aprillia Aprillia aprillia Asep Dony Suhendra Ati Haryati, Raden Aura Qurratul Aini Budi Chatarina Umbul Wahyuni Dede Mustomi Dedi Suharyadi Devy Sofyanty Dewi Nusraningrum Dhuha Safria Diah Refiana Dinar Riftiasari Dwi Setyaningrum, Etik Endang Pitaloka Enggar Widianingrum Etik Dwi Styaningrum Eulin Karlina Fachrizal Satrio Putro Yuwono Fadila Hardika Putri Fadjari Widhi Kurniandra Fahira Adya Prasetyo Fara Mutia Fendi Saputra Fendi Saputra Fendi Saputra Fendi saputra Ginting, Yanti Mayasari Hapzi Ali Hasibuan, Reza Rahmadi Helmy Ivan Taruna Heni Pujiastuti Ida Zuniarti Ida Zuniarti Ida Zuniarti Ida Zuniarti, Ida Ikhsan, Feyza Muhammad Imelda Sari Indra Surya Permana Indria Widyastuti Jaman, Ujang Badru Joko Ariawan Karlina, Eulin Kayla Zoraya Hanum Khaerani, Reny Kojongian, Marcellino Kevin Laras Sabrina, Hanan Lilik Yuliawati Lukman Hakim Lukman Hakim Lukman Hakim Martayadi, Uwi Mety Titin Herawaty Mohamad Trio Febriyantoro Monika Claudia Sarita Muhammad Azizurrohman Mukti Ali, Mochammad Mutia Pamikatsih Nur Alya Nurhayaty, Ety Nurzalinar Joesah Nyoman Suardhita Puji Yuniarti Puspasari, Aprilia Puspitasari, Desy Rachmat Fadly Rachmat Sjarief Raden Ati Haryati Ratih Purnama Sari Ratih Setyo Rini Refina Sari Wiratami Refindo Pradikta Rulando Resti Yulistria Riani, Ayundah Rini Martiwi Risky Angga Pramuja Rohani Lestari Napitupulu Rohimah, Luthfia Rona Ayudia Purnandika Roy Irawan Roydawaty Roydawaty Bunga Sabil Sabil Sabil Sabil Sabil Sabil Sabil - sabil sabil, sabil Sinta Rukiastiandari Sofyan Marwansyah Sri Budi Cantika Yuli Sri Rusiyati Sri Rusiyati Sri Rusiyati Styaningrum, Etik Dwi Sugiyah Sugiyah Supiandi, Supiandi SUPRIATIN Supriatin Supriatin Susan Rachmawati syahmardi yacob Taat Kuspriyono, Taat Tarisa Aulia Ananda Teguh Prasetio Totok Suyoto Ujang Badru Jaman Uli Wildan Nuryanto Universitas Bina Sarana Informatika, Zahra Wiwin Wianti, Wiwin Yohanes Totok Suyoto Yohanes Totok Suyoto Yulia Nur Hasanah Yuliana Saridewi Kusumastuti Yusuf Iskandar Yuwono, Fachrizal Satrio Putro Zaenal Muttaqin Zulkifli Zulkifli Zulkifli Zulkifli Zulkifli