PENGARUH KARAKTERISTIK YOUTUBE VLOGGER TERHADAP PARASOCIAL INTERACTION DAN PURCHASE INTENTION DARI VIEWERS VLOG TITAN TYRA

Shelly Antoinette

Abstract


This study examines the effect of YouTube Vlogger characteristics on Parasocial Interaction and Purchase Intention. A conclusive research design follows the examination through literature review to generate hypotheses and the design of purposive sampling given the applied research. A Googlebased online survey was deployed, generating a usable 104 respondents who had had seen the review video from Titan Tyra, a YouTube vlogger. Results from the Partial Least Square structural equation modelling analyses showed substantial empirical evidence that supported all research hypotheses.

Keywords


YouTube vlogger characteristics, Parasocial Interaction, Purchase Intention

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