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"Studi ini menganalisis bagaimana self–influencer congruence memengaruhi kepercayaan merek untuk produk dengan keterlibatan tinggi seperti perawatan kulit, yang sangat dipengaruhi oleh para pemimpin opini media sosial. Mengikuti model yang diajukan oleh Shan et al. (2020), penelitian ini mengkaji dampak langsung terhadap kepercayaan merek dan dampak tidak langsung melalui parasocial identification sambil menilai perceived self-serving motives sebagai faktor moderasi. Sebuah kuesioner daring yang dilakukan di Indonesia menghasilkan sampel sebanyak 300 tanggapan valid, yang dianalisis menggunakan SEM-PLS. Temuan utama mengungkapkan bahwa self–influencer congruence berdampak kuat dan positif terhadap parasocial identification dan kepercayaan merek. Selain itu, ditemukan bahwa parasocial identification memiliki pengaruh dalam meningkatkan kepercayaan merek. Penelitian ini juga menemukan bahwa parasocial identification memediasi hubungan positif antara self–influencer congruence dan kepercayaan merek. Lebih lanjut, kami menemukan bahwa perceived self-serving motives tidak secara negatif memoderasi pengaruh parasocial identification terhadap kepercayaan merek, yang bertentangan dengan apa yang diharapkan. Penelitian ini menambah wacana pemasaran influencer dan hubungan parasosial seputar kepercayaan terutama dalam konteks produk dengan keterlibatan tinggi sambil memberikan wawasan kepada pemasar tentang cara memanfaatkan pendukung merek untuk menumbuhkan kepercayaan dan kredibilitas.

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This study analyzes how self-influencer alignment affects brand trust for high involvement products such as skincare, which is notably impacted by social media opinion leaders. Following the model proposed by Shan et al. (2020), this research looks into both direct impacts on brand trust and indirect impacts through parasocial identification while assessing the perceived self-serving motives as a moderating factor. An online questionnaire conducted in Indonesia provided a sample of 300 valid responses, which were analyzed using SEM-PLS. The major findings revealed that self-influencer congruence impacts strongly and positively both parasocial identification and brand trust. Additionally, it was found that parasocial identification has a positive effect in increasing brand trust. Furthermore, the study confirmed that parasocial identification significantly mediates the positive relationship between self-influencer congruence and brand trust, highlighting a key indirect pathway to building trust. Moreover, we found that perceived self-serving motives did not negatively moderate the effect of parasocial identification on brand trust, which is contrary to what was expected. This research adds to the influencer marketing and parasocial relationships discourse around trust especially in the context of high involvement products while providing marketers insight on how to leverage brand endorsers to foster trust and credibility."

"Tujuan utama dari penelitian ini adalah untuk melihat bagaimana nilai belanja yang dirasakan oleh pelanggan selama live streaming memengaruhi kepercayaan, engagement, dan niat mereka untuk membeli dari penjual pakaian thrift, yaitu pakaian bekas, di social commerce di Indonesia. Dalam penelitian ini, nilai-nilai belanja yang dirasakan terdiri dari nilai-nilai utilitarian, hedonis, dan juga simbolis belanja melalui live stream, sedangkan kepercayaan dibagi menjadi kepercayaan pada produk dan kepercayaan pada penjual. Penjual pakaian thrift di social commerce adalah penjual yang menjual pakaian thrift di platform electronic commerce yang memfasilitasi interaksi sosial antara sesama pelanggan dan juga penjual. Di sini, Instagram dan fitur Instagram Live-nya menjadi fokus utama karena banyak penjual baju thrift online di Indonesia saat ini beroperasi di Instagram. Terkumpul 265 responden untuk studi ini dengan kriteria orang Indonesia berusia sekitar 15 hingga 40 tahun dan telah menonton sesi Instagram Live akun penjual baju thrift di Indonesia setidaknya sekali dalam 3 bulan terakhir. Data penelitian ini dianalisis dengan Covariance Based Structural Equation Modeling (CB-SEM) menggunakan software IBM SPSS AMOS 26. Hasil penelitian menunjukkan bahwa hanya nilai utilitarian dari live streaming yang dapat secara positif memengaruhi kepercayaan pelanggan terhadap produk dan penjual. Nilai hedonis ditemukan sebagai satu-satunya nilai yang dapat memengaruhi engagement. Selain itu, ditemukan bahwa satu-satunya hubungan tidak langsung yang signifikan adalah hubungan antara nilai utilitarian dan consumer engagement yang dimediasi oleh kepercayaan pelanggan pada produk. Terakhir, consumer engagement berpengaruh positif terhadap niat beli dari penjual baju thrift Indonesia di Instagram, sedangkan nilai hedonis memengaruhinya secara negatif.

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The main objective of this study is to examine how the shopping values perceived by consumers during live streaming affect their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers. In this study, the perceived shopping values consist of the perceived utilitarian, hedonic, and also symbolic value of shopping via live streams, while trust is divided into trust in products and trust in sellers. Social commerce thrift clothes sellers are sellers who sell used or secondhand clothes on electronic commerce platforms that facilitate social interactions between the consumers and the sellers themselves. Here, Instagram and its Instagram Live feature are the main focus as many online thrift clothes sellers in Indonesia nowadays operate on Instagram. This study collected 265 respondents with the criteria of Indonesians aged around 15 to 40 years old and have watched a Instagram Live session of an Indonesian thrift clothes seller account in the last 3 months. The data of this research was analyzed with Covariance Based Structural Equation Modelling (CB-SEM) using IBM SPSS AMOS 26 software. The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. Hedonic value was found to be the only value that can significantly affect engagement. Additionally, the only indirect relationship that is significant is the relationship between utilitarian value and consumer engagement mediated by trust in products. Last but not least, engagement positively affects the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively."

"Live streaming commerce di seluruh dunia terus berkembang pesat selama beberapa tahun terakhir, tak terkecuali di Indonesia. Live streaming merupakan model bisnis yang berkembang dari social commerce, di mana penjual di pasar online dapat berinteraksi secara langsung dengan konsumennya. Penelitian ini bertujuan untuk meneliti bagaimana live streaming dapat mempengaruhi niat beli konsumen terhadap produk kosmetik di pasar online. Berdasarkan signaling theory dan uncertainty literature, penelitian ini berfokus pada dua sinyal yang disampaikan oleh broadcaster (penyiar) live streaming kepada konsumen yaitu physical characteristic similarity melalui vicarious product trials dan value similarity melalui instant interaction yang mampu mengurangi product uncertainty dan meningkatkan trust bagi konsumen yang merasa memiliki kemiripan karakteristik fisik dan nilai-nilai dengan broadcaster (penyiar). Sampel yang digunakan dalam penelitian ini adalah wanita yang merupakan pengguna aktif media sosial TikTok, berusia 18-34 tahun, berdomisili di Jabodetabek, dan pernah menonton sesi live streaming official account brand kosmetik di TikTok dalam kurun waktu 3 hari terakhir. Terdapat sebanyak 243 responden kuesioner yang berhasil dikumpulkan yang selanjutnya data diolah dengan metode Partial Least Square - Structural Equation Modeling (SEM) dan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa Perceived Physical Characteristic Similarity memiliki pengaruh negatif terhadap Perceived Product Fit Uncertainty dan Perceived Value Similarity memiliki pengaruh positif terhadap Perceived Trust. Selanjutnya, Perceived Trust memiliki pengaruh negatif terhadap Perceived Product Fit Uncertainty dan Perceived Product Quality Uncertainty. Kemudian, ditemukan bahwa Perceived Product Fit Uncertainty dan Perceived Product Quality Uncertainty masing-masing memiliki pengaruh negatif terhadap Purchase Intention serta Perceived Trust memiliki pengaruh positif terhadap Purchase Intention.

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Live streaming commerce around the world has continued to grow rapidly over the last few years, and Indonesia is no exception. Live streaming is a new business model that evolved from social commerce, where it enables online sellers face and interact directly with its consumers. allows vendors to directly face and interact with consumers in online market. This study aims to examine how live streaming can affect female’s purchase intention for cosmetic products in online market. On the basis of signaling theory and uncertainty literature, this study focuses on two signals that live streaming broadcasters convey to consumers, namely broadcasters’ physical characteristics conveyed through vicarious product trials and value similarity via instant interaction which can reduce product uncertainty and increase trust for consumers with similar physical traits and values. The sample used in this study are women who are active users of TikTok, aged between 18-34 years, domiciled in Jabodetabek area, and have watched live streaming sessions of cosmetic brand official accounts on TikTok within the last 3 days. A total of 243 questionnaire respondents were collected, which were then processed using the Partial Least Square - Structural Equation Modeling (SEM) method and using the SmartPLS software. The results of this study indicate that Perceived Physical Characteristic Similarity has a negative effect on Perceived Product Fit Uncertainty and Perceived Value Similarity has a positive influence on Perceived Trust. Furthermore, Perceived Trust has a negative influence on Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty. Then, it was found that Perceived Product Fit Uncertainty and Perceived Product Quality Uncertainty each had a negative effect on Purchase Intention and Perceived Trust had a positive influence on Purchase Intention."

"Penelitian ini mengkaji pengaruh TikTok Live Shopping (TLS) characteristics seperti interactivity, entertainment, dan credibility terhadap impulse purchase intention untuk produk makanan dan minuman, dengan swift guanxi dan perceived trust sebagai variabel mediasi. Data diperoleh dari 201 responden berusia 18–34 tahun yang berdomisili di wilayah Jabodetabek dan telah menonton TLS dalam tiga bulan terakhir. Menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), hasil penelitian menunjukkan bahwa interactivity dan credibility berpengaruh positif terhadap swift guanxi dan perceived trust, sementara entertainment hanya berpengaruh signifikan terhadap swift guanxi. Selanjutnya, swift guanxi dan perceived trust terbukti secara signifikan mendorong impulse purchase intention. Selain itu, swift guanxi sepenuhnya memediasi pengaruh TLS characteristics terhadap perilaku pembelian impulsif, sedangkan perceived trust hanya memediasi hubungan antara credibility dan impulse purchase intention. Temuan ini menekankan pentingnya kedekatan relasional dalam mendorong perilaku impulse buying di dalam konteks live shopping.

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This study examines the influence of TikTok Live Shopping (TLS) characteristics, including interactivity, entertainment, and credibility, on impulse purchase intention for food and beverage products, with swift guanxi and perceived trust as mediating variables. Data were collected from 201 respondents aged 18–34 years residing in the Jabodetabek area who had watched TLS in the past three months. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that interactivity and credibility positively affect swift guanxi and perceived trust, while entertainment only significantly influences swift guanxi. Furthermore, swift guanxi and perceived trust are proven to significantly drive impulse purchase intention. In addition, swift guanxi fully mediates the effect of TLS characteristics on impulsive buying behavior, while perceived trust only mediates the relationship between credibility and impulse purchase intention. These findings underscore the importance of relational closeness in fostering impulse buying behavior within the live shopping context."

"Media sosial mengubah cara individu berkomunikasi, berkolaborasi, berkoneksi, dan berinteraksi dengan orang lain. Media sosial memberikan sarana kepada marketer untuk melakukan interaksi langsung dengan pelanggan, hal tersebut dapat menjadi lingkungan yang ideal untuk menciptakan brand community, membangun dan mempertahankan customer relationships, dan mendapatkan pemahaman lebih mengenai konsumen. Di samping kemudahan sarana yang diberikan, marketer juga memiliki tantangan dalam menggunakan media sosial sebagai media pemasaran, beberapa di antaranya adalah ekspektasi, persepsi, dan reputasi di mata konsumen. Maka dari itu, penting bagi marketer untuk memiliki hubungan yang baik dengan konsumen walaupun hanya terhubung dengan media sosial. Interaksi parasosial dapat digunakan sebagai strategi dalam mengembangkan hubungan konsumen dengan merek. Jurnal makalah ini akan membahas penggunaan interaksi parasosial oleh merek skincare Skin Game dalam mengembangkan hubungannya dengan konsumen di Instagram. Data diperoleh langsung dari laman resmi Instagram @skingameofficial dan literatur yang dapat diakses di internet. Analisis dilakukan dengan pendekatan kualitatif deskriptif. Temuan menunjukkan Skin Game sudah menerapkan dua komponen pendorong interaksi parasosial yaitu interaktivitas dan keterbukaan, serta menghasilkan niat loyalitas dan pengungkapan diri oleh konsumen. 

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Social media changes the way individuals communicate, collaborate, connect, and interact with others. Social media provides marketer with direct interaction with customers, it can be an ideal environment for creating brand communities, building and maintaining customer relationships, and gaining more understanding of consumers. In addition to the ease of use, marketer also have challenges in using social media as a marketing medium, some of which are expectations, perceptions, and reputations in the eyes of consumers. Therefore, it is important for marketer to have a good relationship with consumers even though it is only connected in social media. Parasocial interaction can be used as a strategy for developing consumer relationships with brands. This paper journal will discuss the use of social interaction by skincare brand Skin Game in developing its relationship with consumers on Instagram. Data is obtained directly from the official Instagram page @skingameofficial and literature accessible on the internet. Analysis was conducted through descriptive qualitative approach. The findings show that Skin Game has implemented two components that encourage parasympathetic interaction, namely interactivity and openness, and resulted in loyalty intentions and self-disclosure by consumers. "

"Sampai pada hari ini etnis Tionghoa tidak terlepas dari berbagai prasangka dan sentimen. Mereka dipandang eksklusif, berpengaruh dalam ekonomi, dan diragukan nasionalismenya. Sosialisasi menggunakan media melalui kontak parasosial merupakan salah satu opsi untuk menunjukkan representasi etnis Tionghoa yang tidak stereotipikal. Penelitian ini menggunakan desain korelasional untuk menguji hubungan antara kontak parasosial dengan prasangka terhadap etnis Tionghoa yang dimediasi oleh kecemasan antarkelompok dan persepsi ancaman. Partisipan (N = 113) adalah Warga Negara Indonesia berusia 18 – 39 tahun (M = 23.4, SD = 4.1) yang bukan beretnis Tionghoa dan pernah menonton acara seri komedi “Cek Toko Sebelah: Babak Baru.” Hasil analisis mediasi menunjukkan bahwa kontak parasosial tidak mempengaruhi prasangka terhadap etnis Tionghoa baik secara langsung (b = 0.8, SE = 1.02, 95% CI [-1.24, 2.83]) maupun tidak langsung melalui kecemasan antarkelompok (b = 0.0105, SE = 0.0179, 95% CI [-0.028, 0.048]) dan persepsi ancaman (b = 0.053, SE = 0.0504, 95% CI [-0.101, 0.102]). Walaupun demikian, kontak tatap muka ditemukan secara negatif dan signifikan mempengaruhi prasangka. Penelitian ini menunjukkan bahwa kontak merupakan variabel penting untuk membangun hubungan antarkelompok yang harmonis. Penelitian selanjutnya dapat memperbaiki metode yang digunakan untuk melihat lebih baik pengaruh media terhadap persepsi antarkelompok.

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To this day, Chinese Indonesian are inseparable from various prejudices and sentiments. They are seen as exclusive, influential in the economy, and their nationalism are doubted. Socialization with media through parasocial contact is one option to show a non-stereotypical representation of the Chinese Indonesian ethnicity. This study used a correlational design to examine the relationship between parasocial contact and prejudice against Chinese Indonesian mediated by intergroup anxiety and perceived threat. Participants (N = 113) are Indonesian citizens aged 18 – 39 years (M = 23.4, SD = 4.1) who are not Chinese Indonesian and have watched the comedy series “Cek Toko Sebelah: Babak Baru.” The results of the mediation analysis showed that parasocial contact did not affect prejudice against Chinese Indonesian either directly (b = 0.8, SE = 1.02, 95% CI [-1.24, 2.83]) or indirectly through intergroup anxiety (b = 0.0105, SE = 0.0179, 95% CI [-0.028, 0.048]) and perceived threat (b = 0.053, SE = 0.0504, 95% CI [-0.101, 0.102]). However, face-to-face contact was found to negatively and significantly influence prejudice. This study shows that contact is an important variable to build harmonious intergroup relations. Future research can improve the methods used to better see the influence of media on intergroup perceptions."

"Munculnya influencer media sosial yang bersifat anonim menimbulkan pertanyaan mengenai efektivitas dari promosi yang dilakukan oleh influencer anonim. Terdapat celah dalam literatur komunikasi pemasaran yang menjelaskan kredibilitas influencer anonim. Exchange specific self-disclosure yang diadaptasi dari konsep exchange specific self-disclosure dari penelitian Jacobs et al., (2001) dinilai mampu membuat seorang pemasar dapat dipercaya tanpa terlalu banyak mengungkapkan informasi yang sifatnya personal. Penelitian ini ditujukan untuk mengetahui pengaruh exchange specific self-disclosure terhadap kredibilitas seorang influencer anonim dan efektivitas ketika mempromosikan suatu produk. Penelitian bersifat kuantitatif dengan metode survey dan studi literatur untuk mengumpulkan data. Hasil penelitian menemukan bahwa exchange specific self-disclosure mempengaruhi kredibilitas sumber pesan seorang influencer anonim, membentuk hubungan parasosial dan dapat meningkatkan kepercayaan terhadap merek yang dipromosikan. Sebanyak 185 responden yang merupakan pengikut influencer anonim, sebagian besar menilai influencer anonim sebagai persona yang kredibel. Hal ini menghasilkan efek positif terhadap merek yang dipasarkan yaitu meningkatkan kepercayaan. Akademisi disarankan untuk mempelajari tingkat efektivitas influencer anonim dengan melakukan perbandingan merek yang dipromosikan, rentang usia pengikut dan platform. Bagi agensi pemasar, dapat mempertimbangan influencer anonim menjadi salah satu pilihan dalam memasarkan produk khususnya dalam menyebarkan awareness terkait merek.

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The emergence of anonymous social media influencers raises questions about the effectiveness of promotions carried out by anonymous influencers. There are gaps in the marketing communications literature explaining the credibility of anonymous influencers. Exchange specific self-disclosure which is adapted from the concept of exchange specific self-disclosure from research by Jacobs et al., (2001) is considered capable of making a marketer trustworthy without disclosing too much personal information. This study aims to determine the effect of exchange specific self-disclosure on brand trust through the credibility of anonymous influencers and parasocial relationships. This research is quantitative with survey methods and literature studies to collect data. The results of the study found that exchange specific self-disclosure affects the credibility of the message source of an anonymous influencer, forms parasocial relationships and can increase trust in the brand being promoted. A total of 185 respondents who are followers of anonymous influencers, mostly assess anonymous influencers as credible personas. This has a positive effect on the brands being marketed, namely increasing trust. Scholars are advised to study the effectiveness of anonymous influencers by carrying out comparisons of promoted brands, age ranges of followers and platforms. For marketing agencies, anonymous influencers can consider being an option in marketing products, especially in spreading brand awareness."

"Beberapa penelitian menunjukkan bahwa kompensasi dan permintaan maaf merupakan cara untuk memulihkan rasa percaya seseorang Lewicki Brinsfield, 2017 . Penelitian ini bertujuan untuk melihat pengaruh kompensasi dan variasi permintaan maaf terhadap pemulihan rasa percaya. Desain penelitian ini ialah randomized 2 besar kompensasi: kompensasi kecil vs tanpa kompensasi x 3 permintaan maaf: permintaan maaf lengkap vs permintaan maaf parsial vs tanpa maaf between subject. Penelitian ini merupakan penelitian eksperimental dengan memodifikasi trust game Desmet, De Cremer, Van Dijk, 2010 dan dijalankan dengan menggunakan program z-Tree. Partisipan terdiri dari 184 mahasiswa/i aktif Universitas Indonesia jenjang S1. Hasil menunjukkan bahwa meskipun partisipan yang mendapatkan kompensasi kecil dan permintaan maaf parsial pemulihan rasa percayanya paling tinggi dibandingkan dengan kelompok eksperimen lainnya, namun secara statistik tidak ditemukan pengaruh yang signifikan antara pemberian kompensasi kecil dan variasi permintaan maaf terhadap pemulihan rasa percaya. Hasil tersebut dapat ditinjau dari perbedaan individu dan aspek budaya.

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Researches showed that compensation and apology were means to repair one rsquo s trust Lewicki Brinsfield, 2017 . This study aimed to explore the effect of compensation and apology toward trust repair. Research design of this study was randomized 2 compensation small compensation vs. no compensation x 3 apology full apology vs partial apology vs without apology between subjects. This experimental study modified trust game Desmet, De Cremer, Van Dijk, 2010 run by using z Tree program. A total of 184 students of Univeristas Indonesia participated in this study. The result showed that despite of the group who got small compensation and partial apology had the highest trust repair, no statistically significant effect was found on small compensation and apology toward trust repair. This results could be evaluated from the individual differences and cultural aspect."

"ABSTRAKSeberapa besar tingkat keterlibatan seseorang dalam aktivitas sosial mediaperusahaan sangat mempengaruhi persepsinya terhadap reputasi perusahaan tersebut,yang implikasinya berujung pada timbulnya keinginan untuk membeli yang lebihtinggi dari orang tersebut terhadap produk yang ditawarkan oleh perusahaan.Penelitian ini bertujuan untuk mengetahui pengaruh dari intensitas penggunaan mediaseseorang terhadap keterlibatannya dengan sosial media perusahaan, baik dalamkonteks kognisi ataupun perilaku. Desain penelitian merupakan konklusif deskriptifdan cross-sectional, disebarkan ke 370 responden dengan metode conviniencesampling dan snowball. Data diolah dengan menggunakan metode StructuralEquation Modelling. Hasil penelitian menunjukan bahwa cognitive dan behaviorengagement in company?s social media memiliki pengaruh positif terhadappembentukan perception of corporate reputation, dan perception of corporatereputation memberikan pengaruh positif terhadap purchase intention. Namun padapenelitian ini tidak ditemukan pengaruh positif antara intensitas penggunaan sosialmedia terhadap cognitive dan behavior engagement in company?s social media.

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ABSTRACTThe degree of involvement in company?s social media intensely affecting theperception of corporate reputation, which led to the result higher purchase intentionfor the product that company?s offered. This research aims to understand the effect ofintensity of social media use towards to company?s social media, both in the contextof cognition or behavior. This research design is a conclusive-descriptive and crosssectional,distributed to 370 respondent with convinience sampling and snowballmethod. The data was processed using Structural Equation Modelling. The resultshow that cognitive and behavior engagement in company?s social media has apositive impact toward the establishment of perception of corporate reputation, andperception of corporate reputation has a positive impact toward purchase intention.However, on this research, intensity of social media doesn?t have a positive impacttoward cognitive and behavior engagement in company?s social media."

"The purpose of this study is to identify and analyze the effect of consumer beliefs especially in CSR (corporate social responsibility) and the attitude on purchase intention. The population of this study is teachers in 18 elementary schools in the district of South Semarang with a total number of 242 teachers at the elementary school teacher, who have received Nest Mosquito Eradication Program (PSN) from PT. Marimas. The total samples are 151 teachers. Data collected using questionnaires and analyzed with structural equation modeling. The result of this study show that consumer belief in corporate social responsibility program (CSR) conducted by PT. Marimas has significant positive effect on purchase intention in the product. Consumer belief in corporate social responsibility program of PT. Marimas has positive direct effect on consumer purchase intention. "