Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention
DOI:
https://doi.org/10.26740/jim.v9n1.p10-18Keywords:
attitude homophily, social attractiveness, self-disclosure, endorser credibility, parasocial interaction.Abstract
The increase in internet users encourages endorsers to market a product to shift to online media such as Youtube. The use of the online media Youtube by endorsers creates a unique attraction and can encourage consumers to make purchases. The purpose of this study is to determine the factors that need to be considered by marketers in marketing their products so that they can achieve a high level of consumer purchase intention. This research uses a quantitative survey method by distributing 210 questionnaires to Youtube viewers who have seen Atta Halilintar and know AHHA fashion products. Testing using structural equation models (SEM) shows the factors influencing consumer purchase intentions. The results show attitude homophily has a significant effect on endorser credibility. Attitude homophily, social attractiveness, and self-disclosure significantly affect parasocial interaction. Relationship with endorser credibility also has a significant impact on purchase intention. Social relationships have a significant effect on parasocial interactions. Interaction has a significant effect on Atta Halilintar's audience's purchase intention. This study implies that the endorsers who have the personality, credibility, and parasocial interactions that the audience likes will influence their purchase intention.
References
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Lee, J. E., & Watkins, B. (2016). YouTube vloggers influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 57535760. https://doi.org/10.1016/j.jbusres.2016.04.171
Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 1634. https://doi.org/10.1108/16605371011083503
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Ridha, A., Perdana, A. H., & As' ad, A. (2018). Celebrity Endorser Pada Jejaring Sosialinstagram Untuk Menarik Minat Pembelian Calon Konsumen. Jurnal Economic Resource, 1(1), 86-96.
Samat Muhamad, H. haslinda dan Y. R. nerina. (2015). Endorser credibility and its influence on the attitude toward social media advertisement in Malaysia. Review of Integrative Business and Economics Research, 4(1), 144159.
Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, (53)1. https://doi.org/10.1016/j.jretconser.2019.01.011
Walther, J. B., Van Der Heide, B., Kim, S. Y., Westerman, D., & Tong, S. T. (2008). The role of friends appearance and behavior on evaluations of individuals on facebook: Are we known by the company we keep? Human Communication Research, 34(1), 2849. https://doi.org/10.1111/j.1468-2958.2007.00312.x
Wearesocial & Hootsuite (2020) Digital 2020: Global Digital Overview (https://wearesocial.com/digital-2020, diakses pada 1 Desember 2020).
Chen, L. et al. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69 (9), 3795-3803. https://doi.org/10.1016/j.jbusres.2015.12.071
Cocker, H., Mardon, R. and Daunt, K.L. (2021), "Social media influencers and transgressive celebrity endorsement in consumption community contexts", European Journal of Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJM-07-2019-0567
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 17. https://doi.org/10.1016/j.chb.2016.11.009
Emarketer.com. (2017). Indonesia Internet User Matrics 2017. (https://www.emarketer.com/chart/212741/indonesia-internet-user-metrics-2017, diakses pada 1 Desember 2020).
Eyal, Keren & Rubin, A. m. (2010). Viewer Aggression and Homophily , Identification , and Parasocial Relationships With Television Characters Viewer Aggression and Homophily , Identification , and Parasocial Relationships With Television Characters. (November 2014), 3741. https://doi.org/10.1207/s15506878jobem4701
Forman, C, Ghose, A, & Wiesenfeld, B (2008) Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research 19(3), 291-313.
Hadijah, Siti. (2019). Inilah Alasan Mengapa Youtuber adalah Profesi yang Menjanjikan (https://www.cermati.com/artikel/inilah-alasan-mengapa-youtuber-adalah-profesi-yang-menjanjikan, diakses pada 1 Desember 2020).
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers experience of parasocial interaction. Journal of Communication, 61(6), 11041121. https://doi.org/10.1111/j.1460-2466.2011.01595.x
Kompas.com (2020). Ini 10 Youtuber Indonesia dengan Penghasilan Tertinggi (https://money.kompas.com/read/2020/06/22/050300626/ini-10-youtuber-indonesia-dengan-penghasilan-tertinggi-?page=all, diakses pada 1 Desember 2020)
Kurtin, Kate Szer and OBrien, N. (2018). The Development of Parasocial Interaction Relationships on YouTube. The Journal of Social Media in Society, 7(1), 233252.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 57535760. https://doi.org/10.1016/j.jbusres.2016.04.171
Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word of mouth. Tourism Review, 65(3), 1634. https://doi.org/10.1108/16605371011083503
Liu, Z. et al. (2016). Self-disclosure in Chinese micro-blogging: A social exchange theory perspective. Information and Management, 53(1), 5363. https://doi.org/10.1016/j.im.2015.08.006
Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations¯: the influence of parasocial interaction. 31(2), 419436. https://doi.org/10.1108/APJML-01-2018-0021
Maharani, Aulia. (2019). YouTuber Tajir, Ini 5 Bisnis Potensial Milik Atta Halilintar. (https://www.idntimes.com/business/economy/aulia-maharani/5-bisnis-milik-atta-halilintar-c1c2, diakses pada 1 Desember 2020)
Masaviru, M. (2016). Self-Disclosure¯: Theories and Model Review Self-Disclosure¯: Theories and Model Review. (May).
Mccormick, K. (2016). Journal of Retailing and Consumer Services Celebrity endorsements¯: In fl uence of a product-endorser match on Millennials attitudes and purchase intentions. 32, 3945. https://doi.org/10.1016/j.jretconser.2016.05.012
Pearson, J. C., Nelson, P. E., Titsworth, S., & Harter, L. (2011). Human Communication (4ð‘¡â„Ž ed). New York: The McGraw-Hill Companies, Inc.
Praditya, D. (2018). 3 Fakta Menarik tentang Perkembangan YouTube di Indonesia. TechAsia. (https://id.techinasia.com/fakta-perkembangan-youtube-di-indonesia, diakses pada 1 Desember 2020).
Ridha, A., Perdana, A. H., & As' ad, A. (2018). Celebrity Endorser Pada Jejaring Sosialinstagram Untuk Menarik Minat Pembelian Calon Konsumen. Jurnal Economic Resource, 1(1), 86-96.
Samat Muhamad, H. haslinda dan Y. R. nerina. (2015). Endorser credibility and its influence on the attitude toward social media advertisement in Malaysia. Review of Integrative Business and Economics Research, 4(1), 144159.
Sokolova, K., & Kefi, H. (2019). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, (53)1. https://doi.org/10.1016/j.jretconser.2019.01.011
Walther, J. B., Van Der Heide, B., Kim, S. Y., Westerman, D., & Tong, S. T. (2008). The role of friends appearance and behavior on evaluations of individuals on facebook: Are we known by the company we keep? Human Communication Research, 34(1), 2849. https://doi.org/10.1111/j.1468-2958.2007.00312.x
Wearesocial & Hootsuite (2020) Digital 2020: Global Digital Overview (https://wearesocial.com/digital-2020, diakses pada 1 Desember 2020).
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Published
2021-03-27
How to Cite
Kharisma, F., & Kurniawati, M. (2021). Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention. Jurnal Ilmu Manajemen, 9(1), 10–18. https://doi.org/10.26740/jim.v9n1.p10-18
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