| dc.contributor.author | DWI ASRIANI | |
| dc.date.accessioned | 2024-10-01 | |
| dc.date.available | 2024-10-01 | |
| dc.date.issued | 2022 | |
| dc.identifier.uri |
https://repositori.unhar.ac.id/handle/1251/pengaruh-social-attractiveness-dan-attitude-homophily-terhadap-purchase-intention-melalui-parasocial-interaction-pada-pengguna-scarlett-whitening-di-instagram
| |
| dc.description.abstract |
This research is a quantitative associative research. The population in this study is the people of the Medan Amplas sub-district who are Scarlett Whitening users. Primary data is obtained using a questionnaire (Google Form). The data is analyzed Structural Equation Model (SEM) 23 techniques. The results show that Social Attractiveness to Parasocial Interaction has a significant effect, Attitude Homophily to Parasocial Interaction has a significant effect, Parasocial Interaction to Purchase Intention has a significant effect, Social Attractiveness to Purchase Intention has a significant effect, Attitude Homophily to Purchase Intention has no significant effect, Parasocial Interaction can mediate the effect between Social Attractiveness and Purchase Intention is significant, and Parasocial Interaction cannot mediate the effect of Attitude Homophily on Purchase Intention significantly. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | Universitas Harapan Medan | en_US |
| dc.subject | SOCIAL ATTRACTIVENESS, DAN ATTITUDE HOMOPHILY TERHADAP PURCHASE INTENTION MELALUI PARASOCIAL INTERACTION PADA PENGGUNA SCARLETT WHITENING | en_US |
| dc.title | PENGARUH SOCIAL ATTRACTIVENESS, DAN ATTITUDE HOMOPHILY TERHADAP PURCHASE INTENTION MELALUI PARASOCIAL INTERACTION PADA PENGGUNA SCARLETT WHITENING DI INSTAGRAM | en_US |
| dc.type | Skripsi | en_US |
