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"Penelitian ini membahas seberapa besar pengaruh perceived homophily dan kredibilitas user-generated content terhadap purchase intention konsumen pada merek fashion lokal Indonesia melalui perspektif attitude towards UGC. Pendekatan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan responden yakni pengguna aktif media sosial TikTok yang mengikuti akun @mmivia, sehingga dapat dikatakan responden pernah menonton maupun melihat video UGC yang dibuat oleh akun tersebut. Metode analisis data dilakukan dengan menggunakan analisis deskriptif dan analisis jalur untuk membuktikan adanya hubungan dari perceived homophily dan kredibilitas user-generated content terhadap purchase intention baik secara langsung atau melalui mediasidari attitude towards UGC. Hasil penelitian menunjukkan bahwa variabel perceived homophily, source credibility dan attitude towards UGC terbukti secara signifikan berpengaruh langsung terhadap variabel purchase intention. Walaupun attitude towards UGC terbukti memengaruhi purchase intention secara langsung, variabel tersebut tidak memediasi hubungan pengaruh antar variabel lainnya.

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This research studies the measure of influence that perceived homophily and user-generated content credibility have on consumer purchase intentions for local Indonesian fashion brands from the perspective of attitude towards UGC. This study uses a quantitative approach with respondents who are active users of the TikTok social media who follow the account @mmivia, so admittedly those respondents have watched or seen UGC videos made by that account. The data analysis method used is descriptive analysis and path analysis to prove that a relationship exists between perceived homophily and user-generated content credibility on purchase intentions directly or through the mediation of attitudes towards UGC. The results showed that perceived homophily, source credibility, and attitude towards UGC variables have significant direct effect on purchase intention variables. Although attitude toward UGC is proven to have a direct influence on purchase intention, this variable does not mediate the influence relationship between other variables."

"influencer media sosial sekarang memainkan peran penting dalam pemasaran dengan memperkenalkan produk kepada pengikut mereka. Salah satu influencer terbesar di dunia adalah Blackpink. Blackpink adalah selebritas dan influencer terkemuka dengan nilai pemasaran yang sangat baik, dan banyak dari produk mereka sering terjual habis. Tapi apa yang mendorong penggemar Blackpink untuk membeli produk yang didukung? Tujuan dari penelitian ini adalah untuk melihat pengaruh kredibilitas dan interaksi para-sosial terhadap niat beli konsumen. Lebih tepatnya, meneliti bagaimana para-social interaction (PSI) konsumen dengan Blackpink, serta credibility, terkait dengan purchase intention, dan bagaimana hubungannya dengan physical attractiveness, attitude homophily, dan social attractiveness. Oleh karena itu diharapkan penelitian ini akan membantu manajer untuk mempromosikan produknya dan selebriti untuk mempromosikan produk tersebut. Studi ini melibatkan 138 partisipan dan dianalisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS - SEM). Menurut penelitian ini, credibility dan para-social interaction berhubungan positif dengan purchase intention pengikut. Selain itu attitude homophily, dan social attractiveness berhubungan positif dengan para-social interaction namun physical attractiveness tidak berhubungan positif dengan para-social interaction, sedangkan physical attractiveness dan attitude homophily keduanya berhubungan positif dengan credibility.

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Social media influencers now play an important role in marketing by introducing products to their followers. One of the biggest influencers in the world is Blackpink. Blackpink is a major celebrity and influencer with excellent marketing value, and many of their products are frequently sold out. But what drives Blackpink fans to purchase the endorsed products? The purpose of this study is to look into the impact of credibility and para-social interaction on consumer purchase intentions. More specifically, investigate how the consumers' para-social interaction (PSI) with Blackpink, as well as their credibility, are related to purchase intention, and how they are related to physical attractiveness, attitude homophily, and social attractiveness. Therefore it is hoped that this research will help managers to promote their products and celebrities to endorse the products. This study included 138 participants and was analyzed using Partial Least Squares - Structural Equation Modeling (PLS - SEM). According to this study, credibility and para-social interaction are positively related to the followers' purchase intention. Additionally, attitude homophily and social attractiveness are positively related to para-social interaction however physical attractiveness is not positively related to para-social interaction, while physical attractiveness and attitude homophily are both positively related to credibility.

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"Penelitian ini ingin meneliti hubungan parasocial interaction dari pembuat konten Youtube dan khalayaknya terhadap persepsi sebuah merek dan minat pembelian. Subjek penelitian ini adalah para pengguna media sosial yang mengikuti Arief Muhammad di Youtube dan mengetahui merek MS Glow. Hasil dari penelitian ini tidak dapat membuktikan hubungan antara parasocial interaction dengan persepsi terhadap sebuah merek dan minat pembelian dikarenakan model dalam penilitian ini tidak fit sehingga tidak dapat dilakukan uji hipotesis. Namun hasil penelitian ini menunjukkan bahwa responden dalam penelitian ini didominasi oleh perempuan dan mayoritas responden dalam penelitian ini berusia 18-24 tahun. Kebanyakan dari responden dalam penelitian ini setuju bahwa Arief Muhammad memiliki daya tarik secara fisik dan sosial. Responden dalam penelitian ini juga setuju bahwa Arief Muhammad memiliki kesamaan sifat dengan mereka. Selain itu responden juga setuju bahwa mereka merasa memiliki parasocial interaction dengan Arief Muhammad. Penelitian ini juga menunjukkan bahwa responden memiliki persepsi yang positif terhadap merek MS Glow dan kebanyakan dari mereka setuju jika ingin melakukan pembelian terhadap produk perawatan tubuh mereka berminat membeli produk MS Glow.

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This research wants to investigate connections between parasocial interactions, brand perception and purchase intention. Unit of analysis is social media users who follow Arief Muhammad on YouTube and are also aware of the MS Glow brand. The results of this study cannot prove the influence of parasocial interaction on brand perception and purchase intention because the model in this study is not fit for hypotheses testing. However, this research indicates that women dominated the respondents in this study among respondents aged 18-24 years old. Most of the respondents in this study agree that Arief Muhammad has physical and social attractiveness. Respondents in this study also agree that they have similar characteristics with Arief Muhammad. In addition, respondents also agree that they have a parasocial interaction with Arief Muhammad. This study also shows that respondents have a positive perception of the MS Glow brand, and most of them agree that they have intention to buy MS Glow products for their body care needs."

"ABSTRAKSaat ini di Indonesia, industri fitness cukup berkembang dengan munculnya berbagai fitness boutique yang menyediakan kelas-kelas khusus. Hal ini menjadi bukti bahwa gaya hidup sehat mulai diterapkan bagi masyarakat Indonesia, khususnya wanita karena banyak dari fitness boutique yang ditujukan bagi wanita. Trainstation Studio merupakan salah satu fitness boutique yang memiliki fasilitas cukup lengkap dan terkenal dikalangan wanita. Penelitian ini ingin mempelajari apakah perceived similarity dengan pelanggan lain (homophily) di Trainstation Studio dapat mempengaruhi self-image congruence dan self-brand congruence yang akan mempengaruhi attitude positif dan membuat pelanggan melakukan word of mouth yang positif dan return intention. Kemudian, penelitian ini ingin mempelajari apakah need for status (high dan low) memoderasi hubungan perceived similarity terhadap self-brand congruence dan membuktikan variabel self-image congruence memediasi hubungan perceived similarity dan self-brand congruence. Metode purposive sampling digunakan dalam penelitian ini dan terdapat 202 responden yang berkontribusi. Kuesioner penelitian disebarkan secara online dan data dianalisis dengan menggunakan pemodelan Partial Least Square- Structured Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived similarity dengan pelanggan lain mempengaruhi self-brand congruence dan self-image congruence yang akan mempengaruhi attitude positif dan berujung pada word of mouth dan return intention. Need for status baik yang tinggi maupun rendah berperan sebagai moderasi dalam hubungan antara perceived similarity dan self-brand congruence dan self-image congruence terbukti memediasi hubungan antara perceived similarity dengan self-brand congruence.

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ABSTRACT

These days, Indonesian fitness industry is quite developed with the emergence of fitness boutiques which provide specific classes. This proofs that a healthy lifestyle is applied by Indonesians, especially women because many fitness boutiques are aimed at women. Trainstation Studio is one of the fitness boutiques which has all-in one and well-known facilities among women. This study wants to discuss whether perceived similarity with other customers (homophily) in Trainstation Studio can affect self-image congruence and self-brand congruence which will affect the positive attitude of customers and make customers give a positive word of mouth and return intention. In addition, this study also discuss whether the need for status (high and low) moderates the relationship of perceived similarity and self-brand congruence and proofs that variable self-image congruence mediates the relationship of perceived similarity and slef-brand congruence. The purposive sampling method was used in this study and there were 202 respondents who contributed. The research questionnaire was distributed online and data were analyzed using Partial Least Square- Structural Equation Modelling (PLS-SEM). The results showed that perceived similarity with other customers affects self-brand congruence and self-image congruence which will affect positive attitudes and lead to positive word of mouth and return intention. Needs for status for both high and low serve as moderation in the relationship between perceived similarity and self- brand congruence and self-image congruence is proven to mediate the relationship between perceived similarity and self-brand congruence."