Rachmat Ilham Ramadhan Wartabone, - (2024) HUBUNGAN INTERAKSI PARASOSIAL DENGAN MINAT BELI PRODUK FASHION: Studi Korelasi pada Mahasiswa di Bandung Followers @VincentRompies. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dilakukan untuk mengetahui apakah terdapat hubungan yang signif-ikan antara interaksi parasosial dengan minat beli produk fashion di kalangan ma-hasiswa yang kuliah di Bandung followers @VincentRompies. Hasil penelitian mendapatkan bahwa aspek-aspek interaksi parasosal memiliki hubungan yang sig-nifikan dengan minat beli produk fashion mahasiswa yang kuliah di Bandung, khu-susnya dalam aspek entertainment-social dan intense personal feeling. Oleh karena itu, merek fashion dapat memanfaatkan interaksi parasosial dengan influencer sep-erti Vincent Rompies untuk meningkatkan minat beli produk mereka. Dengan me-mahami bagaimana interaksi parasosial mempengaruhi keputusan pembelian, pemasar dapat merancang kampanye yang lebih personal, menghibur dan menyen-tuh emosional audiens. This research was conducted to determine whether there is a significant relationship between parasocial interaction and the intention to purchase fashion products among university students in Bandung who follow @VincentRompies. The study results found that aspects of parasocial interaction have a significant relationship with the intention to purchase fashion products among students in Bandung, particularly in the aspects of entertainment-social and intense personal feeling. Therefore, fashion brands can utilize parasocial interaction with influencers like Vincent Rompies to increase their product purchase intention. By understanding how parasocial interaction affects purchasing decisions, marketers can design campaigns that are more personal, entertaining, and emotionally engaging for the audience.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID Sinta Dosen Pembimbing: Deni Darmawan: 5973309 Welsi Damayanti: 5992858 |
| Uncontrolled Keywords: | Parasosial, Minat Beli, Produk Fashion Parasocial, Purchase Intention, Fashion Product |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Rachmat Ilham Ramadhan Wartabone |
| Date Deposited: | 13 Sep 2024 06:53 |
| Last Modified: | 13 Sep 2024 06:53 |
| URI: | http://repository.upi.edu/id/eprint/124395 |
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