DRIVERS DAN OUTCOMES DARI CREDIBILITY DAN PARASOCIAL INTERACTION TERHADAP PURCHASE INTENTION - Astarini, Dyah; Sumardi, Arwini (Media Riset Bisnis & Manajemen, 2021)
AbstrakTujuan – Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel-variabelPhysical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention.Desain/Metodologi/Pendekatan – Penyebaran kuesioner dilakukan secara online. Metode non-probability sampling dengan purposive sampling technique digunakan untuk memperoleh 200 responden. Pengujian data dilakukan dengan menggunakan SEM dengan software AMOSHasil Penelitian – Temuan dari penelitian ini adalah Physical Attractiveness berpengaruh positif terhadap Credibility, Physical Attractiveness tidak berpengaruh positif terhadap Parasocial Interaction, Attitude Homophily berpengaruh positif terhadap Credibility, Attitude Homophily tidak berpengaruh positif terhadap Parasocial Interaction, Social Attractiveness  berpengaruh positif terhadap Parasocial Interaction, relationship Building Motive berpengaruh positif terhadap Parasocial Interaction, Credibility berpengaruh positif terhadap Parasocial Interaction, Parasocial Interaction berpengaruh positif terhadap Purchase Intention, Credibility tidak berpengaruh ppositif terhadap Purchase Intention, Credibility berpengaruh positif terhadap Brand Attitude, Credibility berpengaruh positif terhadap Advertisement Attiude, Attitude toward Brand tidak berpengaruh positif terhadap Purchase Intention, dan Advertisement Attitude berpengaruh positif terhadap Purchase Intention.Keterbaruan/Nilai – Penelitian ini mengkombinasikan dua penelitian terdahulu dengan kajian senada & judul-judul yang berbeda; Pengaruh dari  Celebrity Credibility terhadap Brand Attitude  dan Purchase Intention; Pengaruh  dari Physical Attractiveness, Attitude Homophily, Social Attractivenes, Relationship Building Motive masing-masing terhadap Parasocial Interaction, dan pengaruh dari Parasocial Interaction terhadap Purchase Intention. Abstract                                            Purpose – This research aims is to analyse the impacts of Physical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention variables.Design/Methodology/Approach – Online questionaires are distributed and 200respondents are collected by using non-probability sampling method and purposive sampling technique. Structural Equation Model (SEM) with AMOS Software is used for hypothesis testing.Finding -  The findings are Physical Attractiveness has positive impact on Credibility, Physical Attractiveness has not positive impact on Parasocial Interaction; Attitude Homophily has positive impact on  Credibility, but has not positive impact on Parasocial Interaction; Social Attractiveness has positive impact on Parasocial Interaction; Relationship Building Motive has positive impact on Parasocial Interaction; Credibility positive impacts on Parasocial Interaction, also on Brand Attitude, and on Advertisement Attitude, but has not impact on Purchase Intention. Parasocial Interaction has not positive impact on Purchase Intention ;  Brand attitude has not positive impact on Purchase Intention; and  Advertisement Attitude has positive impact on Purchase Intention.