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All Journal Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Moneter : Jurnal Akuntansi dan Keuangan Syi'ar Iqtishadi Jurnal Mantik Dinasti International Journal of Management Science Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) STUDI PELAKSANAAN SELFMEDICATION PADA PENDERITA DIARE BERDASARKAN TINGKAT PENGETAHUAN MASYARAKAT PESISIR KECAMATAN SOROPIA KABUPATEN KONAWE Journal of Industrial Engineering & Management Research (JIEMAR) International Journal of Social and Management Studies (IJOSMAS) International Journal of Educational Review, Law And Social Sciences (IJERLAS) ProBisnis : Jurnal Manajemen Jurnal Manajemen dan Bisnis Gemilang: Jurnal Manajemen dan Akuntansi JEBD Jurnal Manajemen dan Administrasi Antartika Jurnal Ekonomi, Manajemen, Akuntansi JMAEKA: Jurnal Manajemen Ekonomi Akuntansi
Sofyan Marwansyah
Universitas Bina Sarana Informatika
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences 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
Co-Authors A. Sudrajat, A. Sudrajat Cindi Tri Utami Utami Daeli, Susina Dede Mustomi Dede Suleman Devy Sofyanty Dinar Riftiasari Eigis Yani Pramularso Eka Dyah Setyaningsih Fitri Rahmiyatun Hafizah, Aulya Nur Ida Zuniarti Ida Zuniarti Ida Zuniarti, Ida Joko Ariawan Karlina, Eulin Lukman Hakim Lukman Hakim Meillid, Hakiki Panreist Noviana, Anisa Nurhayaty, Ety nurlaela eva puji lestari Pratama, Dafanya Puspasari, Aprilia PUTRI WULANDARI Putri, Cynthia Reffiana Raden Ati Haryati Rani Kurniasari Rani Kurniasari, Rani Refany Novia Siboro Riyo Handoyo Roy Irawan Sabil Sabil Sabil sabil sabil, sabil Slamet Heri Winarno Sri Rusiyati Susan Rachmawati Susan Rachmawati Taat Kuspriyono, Taat Teni Agustina Viki Sulistia Wiwin Wianti, Wiwin Yosivina