Pengaruh Similarity, Expertise dan Likeability Terhadap Impulse Buying Tendency Melalui Parasocial Interaction pada Followers Instagram @Awkarin di Kota 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
Full Text:
PDFReferences
Arikunto, Suharsimi. (2000). Manajemen Penelitian. Jakarta: PT. Rineka cipta.
Badgaiyan, A. J., Verma, A., & Dixit, S. (2016). Impulsive buying tendency: Measuring important relationships
with a new perspective and an indigenous scale. IIMB Management Review, 28(4), 186–199.
https://doi.org/10.1016/j.iimb.2016.08.009
Beatty, Sharon E. and M. Elizabeth Ferrell, (1998). Impulse: Modelling Its Precursors. Journal of Retailing: pp 169-
Ballantine, P. W., & Martin, B. A. . (2005). Forming parasocial relationships in online communities. Advances in
Consumer Research, 32(1999), 197–201. https://doi.org/10.1002/stc.4300060101
Bgs, I. G., Andira, A., Pradana, E., & Suparna, G. (2016). TENDENCY TERHADAP URGE TO BUY
IMPULSIVELY DAN IMPULSE BUYING BEHAVIOUR, 5(7), 4101–4131.
Eun, J., & Watkins, B. (2016). YouTube vloggers ’ in fl uence on consumer luxury brand perceptions and intentions.
Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Ghozali, Imam. (2011). Aplikasi Analisis Multivariate dengan program IBM SPSS19. Semarang : Badan Penerbit
Universitas Diponegoro.
Gong, W., & Li, X. (2017). Engaging fans on microblog : the synthetic influence of parasocial interaction and source
characteristics on celebrity endorsement, 720–732. https://doi.org/10.1002/mar.21018
Harvey, J.H., & Manusov, V. (2001). Attribution, Communication Behavior, andClose Relationship. Cambridge :
Cambridge University Press.
Hoffner, C. A. (2002). Attachment to Media Characters. Dalam Scehement, J.R (Eds.), Encyclopedia of
Communication and Information. New York :Macmilian Reference.
Idris. (2014). Aplikasi Model Analisis Data Kuantitatif dengan Program SPSS. Edisi Revisi IV. Padang: Fakultas
Ekonomi UNP Padang. Jakarta : Kencana
Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying
tendency, 56, 505–511. https://doi.org/10.1016/S0148-2963(01)00250-8
Kotler, Philip & Kevin, L., Keller. (2009). Manajemen Pemasaran. Jilid 1 Edisi 13. Alih bahasa Bob Sabran.
Jakarta : Erlangga
Lakutomo, Ginanjar Sri. (2014). Analisis Pemasaran Terhadap Bisnis Online (E-Commerce) Dalam Jaringan
Sosial Internet. Skripsi thesis, Universitas Muhammadiyah Surakarta.
Maltby, J., Giles, D.C., , Barber, L., & McCutcheon, L.E. (2005). Intense Personal Celebrity Worship and
Bodyimage: Evidence of a Link Among Female Adolescents. Journal of Health Psychology. 10. 17-32.
Mowen, J. C., dan Minor, M., (2002). Consumer Behavior, 5ed., UpperSaddle River, New Jersey: Prentice-Hall,
Inc.
Pattipeilohy, E. M., & Revole, L. M. (2015). Citra Diri dan Popularitas Artis. Jurnal Kajian Komunikasi, 3(1), 22–
Reinhard, M. A., & Messner, M. (2009). The effects of source likeability and need of cognition on advertising
effectiveness under explicit persuasion. Journal of Consumer Behaviour, 8(4),179-191.
Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation.
Human Communiation Research, 14(2), 246-268.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior, 22(December), 305–
Sakib, N., Zolfagharian, M., & Yazdanparast, A. (2019). Journal of Retailing and Consumer Services Does
parasocial interaction with weight loss vloggers a ff ect compliance ? The role of vlogger characteristics ,
consumer readiness , and health consciousness. Journal of Retailing and Consumer Services, (January), 0–1.
https://doi.org/10.1016/j.jretconser.2019.01.002
Schiffman, L.G. and Kanuk, L.L., (2004). Purchasing behavior. Upper Saddle River, NJ: Pearson Prentice Hall.
Shen, Y,C, Huang,C, Y., Chu, C, H., & Liao, H, C. (2010). Virtual community loyalty: an interpersonal-interaction
perspective. International Journal of Electronic Commerce, 15(1), 49-74.
Sugiyono. (2014). Statistika untuk Penelitian. Bandung : Alfabeta.
Suliyanto. (2009). Metode Riset Bisnis. Yogyakarta : Andi Offset.
Sokolova, K., & Ke, H. (2019). Journal of Retailing and Consumer Services Instagram and YouTube bloggers
promote it , why should I buy ? How credibility and parasocial interaction in fl uence purchase intentions,
(January). https://doi.org/10.1016/j.jretconser.2019.01.011
Thorson, K.S., & Rodgers, S., (2006). Relationships beetwenblogs as eWOM and interactivity, perceived
interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 39-50.
Umar, Husein. (2004). Metode Penelitian Untuk Skripsi dan Tesis Bisnis. Jakarta: PT. Raja Grafindo Persada.
Weun, S., Jones, M. A., & Beatty, S. E. (1998). Development and validation of the impulse buying tendency scale.
Psychological Reports, 82(3 Pt 2), 1123–1133. https://doi.org/10.2466/pr0.1998.82.3c.11
Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social
commerce platform: The role of parasocial interaction. International Journal of Information Management,
(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
DOI: http://dx.doi.org/10.24036/jkmw0255110