THE EFFECT OF PARASOCIAL INTERACTION ON PURCHASE INTENTION WITH CONSUMER ONLINE PURCHASE BEHAVIOR AS INTERVENING VARIABLE IN FASHION PRODUCTS

Authors

  • Rima Muktianis Universitas Ciputra Surabaya, Indonesia
  • Eric Harianto Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v6i4.6844

Abstract

For producers, the increasing trend of online shopping is quite profitable because they can expand the reach of the intended target market. One of the factors that underlie the success of marketing through social media is the use of influencer marketing. The role of influencers here provides a social presence effect for prospective buyers where they feel a presence and increases a sense of trust for potential consumers towards the targeted online store. This research was conducted with the aim of knowing the relationship between parasocial interaction on purchase intention and consumer online purchase behavior as an intervening variable. This study uses quantitative methods with PLS-SEM tools. Hypothesis testing using the T test. Data collection was carried out using a questionnaire distributed to 211 respondents who were followers of Lekasorai and had never bought Lekasorai products. The research was conducted over a period of approximately 4 (four) months starting from February to May 2022. The results of this study prove that parasocial interaction has an effect of 53.9% on consumer online purchase behavior, parasocial interaction has an effect of 38.9% on purchase intention. , consumer online purchase behavior has an effect of 41.8% on purchase intention, consumer online purchase behavior can be placed as an intervening variable and has an influence of 22.5%.

Author Biography

Rima Muktianis, Universitas Ciputra Surabaya

School of Business and Management

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Published

2023-11-29

How to Cite

Muktianis, R., & Harianto, E. (2023). THE EFFECT OF PARASOCIAL INTERACTION ON PURCHASE INTENTION WITH CONSUMER ONLINE PURCHASE BEHAVIOR AS INTERVENING VARIABLE IN FASHION PRODUCTS. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4). https://doi.org/10.29040/ijebar.v6i4.6844

Issue

Vol. 6 No. 4 (2022): IJEBAR, Vol. 6 Issue 4, December 2022

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Articles

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