Pengaruh Similarity, Expertise dan Likeability Terhadap Impulse Buying Tendency Melalui Parasocial Interaction pada Followers Instagram @Awkarin di Kota Padang

Ririn Meidiani - Universitas Negeri Padang
Abror Abror - Universitas Negeri Padang
Yunita Engriani - Universitas Negeri Padang

Abstract


This study analyzes:(1) The effect of similarity towards parasocial interactionon followers
instagram @awkarin in the city of Padang, (2) The effect of expertisetowards parasocial
interactionon followers instagram @awkarin in the city of Padang, (3) The effect of
likeabilitytowards parasocial interactionon followers instagram @awkarin in the city of Padang,
(4) The effect of parasocial interaction towards impulse buying tendency on followers instagram
@awkarin in the city of Padang. This type of research is causative research. This research was
conducted in the city of Padang. The population in this study is the people of Padang who have
accessed instagram. This study analyzed the data by using structural equation modelling (SEM)
with smart PLS 3.0 as the software package. The results of this study indicate that: (1)
Similarityhas a significant effect towards parasocial interaction on followers instagram @awkarin
in the city of Padang, (2) Expertise has a significant effect towardsparasocial interaction on
followers instagram @awkarin in the city of Padang, (3) Like ability has a significant effect
towards parasocial interaction on followers instagram @awkarin in the city of Padang (4)
Parasocial Interaction has a significant effect towardsimpulse buying tendency on followers
instagram @awkarin in the city of Padang.

Keywords: Impulse Buying Tendency, Parasocial Interaction,Similarity, Expertise, Likeability,
Instagram,Causative Research


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DOI: http://dx.doi.org/10.24036/jkmw0255110