Article Sidebar

Download
PDF
Statistic
Read Counter : 645 Download : 424

Downloads

Download data is not yet available.

Main Article Content

Abstract




This study aims to determine social media influencers, which in this case is measured based on attractiveness (social and physical) to parasocial interaction, as well as the effect of Parasocial Interaction on the value perception of luxury goods (social, personal, and conspicuous) on social media. This research is also conducted to determine whether value perception and parasocial interaction can influence purchase intention. In addition, this research will focus on one product, namely luxury bags. To achieve the research objectives and test the research model, a database-based questionnaire was developed and distributed to 350 respondents in Indonesia through an online platform. This research utilizes the Partial Least Squares Structural Equation Modelling (PLS-SEM) method. The results of this study indicate that the attractiveness of Social Media Influencers has an influence on Parasocial Interaction, besides that Parasocial Interaction can build Luxury Brand Value Perception. This study also shows that Value Perception affects on Purchase Intention. Meanwhile, Parasocial Interaction have no significant effect on Purchase Intention. The findings of this study have important implications for marketers and influencer in designing more effective marketing strategies to increase the value perception and purchase intention of consumers towards luxury bags.




Keywords

Social Media Influencer Parasocial Interaction Value Perception Luxury Bag

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Maryanto, S., Royhana, A., Dhamatiyo, R., & Setiowati, R. (2024). Influence of Social Media Influencers on Parasocial Interaction Impacts Value Perception and Purchase Intention Luxury Bags. Ilomata International Journal of Management, 5(1), 191-211. https://doi.org/10.52728/ijjm.v5i1.1038

References

  1. Akbari, M., Azbari, M. E., & Chaijani, M. H. (2019). Performance of the Firms in a Free-Trade Zone: The Role of Institutional Factors and Resources. European Management Review, 16(2), 363–378. https://doi.org/10.1111/emre.12163
  2. Amara, M. (2020). Pengaruh Daya Tarik Fisik dan Daya Tarik Sosial Terhadap Niat Beli Produk Secara Daring yang di Mediasi oleh Interaksi Parasosial. Doctoral dissertation, Universitas Muhammadiyah Surakarta.
  3. Amelia, R., Hidayatullah, S., & Management, M. (2020). The Effect of Instagram Engagement to Purchase Intention and Consumers’ Luxury Value Perception as the mediator in the Skylounge Restaurant. In International Journal of Innovative Science and Research Technology (Vol. 5, Issue 4). www.ijisrt.com958
  4. Asprilia, M. T., & Hami, A. E. (2021). Persepsi Nilai Mewah pada Konsumen Tas Branded: Kajian Nilai Budaya di Indonesia. Jurnal Ilmu Keluarga Dan Konsumen, 14(1), 76–87. https://doi.org/10.24156/jikk.2021.14.1.76
  5. Bora, S. T., & Rahmawan, G. (2022). Pengaruh Gaya Hidup, Citra Merek, Sosial, Dan Kualitas Produk Terhadap Keputusan Pembelian Tas Branded KW. In Jurnal Ilmu Sosial (Vol. 5, Issue 2).
  6. Boubker, O., & Douayri, K. (2020). Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco. Data in Brief, 32, 106172. https://doi.org/10.1016/j.dib.2020.106172
  7. Cheah, I., Phau, I., Chong, C., & Shimul, A. S. (2015). Antecedents and outcomes of brand prominence on willingness to buy luxury brands. Journal of Fashion Marketing and Management, 19(4), 402–415. https://doi.org/10.1108/JFMM-03-2015-0028
  8. Cheah, J.-H., Ali Memon, M., Chuah, F., Ting, H., & Ramayah, T. (2018). Assessing reflective models in marketing research: A comparison between pls and plsc estimates. International. International Journal of Business and Society, 19(1), 139–160.
  9. Christea, K., & Chairun Nisa, P. (2022). Pengaruh Advertising Disclosure Language terhadap Minat Beli Produk Beauty and Fashion di Instagram dengan Source Credibility sebagai Variabel Intervening The Influence of Advertising Disclosure Language in Buying Intention of Beauty and Fashion Products on Instagram with Source Credibility as Intervening Variable. Jurnal Manajemen Dan Organisasi (JMO), 13(1), 12–22.
  10. Eastman, J. K., Iyer, R., Shepherd, C. D., Heugel, A., & Faulk, D. (2018). Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults. Psychology and Marketing, 35(3), 220–236. https://doi.org/10.1002/mar.21082
  11. Esfandiar, K., Sharifi-Tehrani, M., Pratt, S., & Altinay, L. (2019). Understanding entrepreneurial intentions: A developed integrated structural model approach. Journal of Business Research, 94, 172–182. https://doi.org/10.1016/j.jbusres.2017.10.045
  12. Fang, J., Chen, L., Wen, C., & Prybutok, V. R. (2018). Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty. International Journal of Electronic Commerce, 22(3), 446–476. https://doi.org/10.1080/10864415.2018.1462929
  13. Firmansyah, F., Rozanah Katrina Herda, Angga Damayanto, & Fajar Sidik. (2020). CONFIRMATORY FACTOR ANALYSIS TO KNOW THE INFLUENCING FACTORS OF ELEMENTARY SCHOOL STUDENTS’ SELF-CONCEPT IN JETIS SUB DISTRICT, BANTUL REGENCY. JISAE: Journal of Indonesian Student Assessment and Evaluation, 6(2), 196–202. https://doi.org/10.21009/jisae.v6i2.16458
  14. Fitrianingrum, A., & Rita, S. (2021). Influencer’s Role In Applyıng The Envıronmental Lıfestyle To Brand Trust And Purchase Intentıon (Vol. 1, Issue 1). https://journal.uib.ac.id/index.php/conescintech
  15. Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720–732. https://doi.org/10.1002/mar.21018
  16. Greenberg, D., Ehrensperger, E., Schulte-Mecklenbeck, M., Hoyer, W. D., Zhang, Z. J., & Krohmer, H. (2020). The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?
  17. Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
  18. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  19. Hartono, A. (2020). Pengaruh Social Media Marketing Activities terhadap Kepuasan Anggota Komunitas Online Pengusaha Kreatif Jogja.
  20. Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/jcs.4.2.76-89
  21. Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
  22. Inan, D. I., Abidin, Z., Hidayanto, A. N., Rianto, M. E., Zakiri, F., Praharsa, M. D., & Phusavat, K. (2020). Factors Influencing Mobile Tourism Recommender Systems Adoption by Smart Travellers: Perceived Value and Parasocial Interaction Perspectives. Design, Operation and Evaluation of Mobile Communications, 52–62. https://doi.org/10.1007/978-3-030-50350-5_5
  23. Janadari, M. P. N., Ramalu, S. S., & Wei, C. C. (2018). Evaluation of measurement and structural model of the reflective model constructs in PLS-SEM. 187–194.
  24. Jansom, A., & Pongsakornrungsilp, S. (2021). How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability, 13(15), 8572. https://doi.org/10.3390/su13158572
  25. Jiang, L., & Shan, J. (2018). Heterogeneity of luxury value perception: a generational comparison in China. International Marketing Review, 35(3), 458–474. https://doi.org/10.1108/IMR-12-2015-0271
  26. Jufrizen, J., Mukmin, M., Nurmala, D., & Jasin, H. (2021). Effect of Moderation of Work Motivation on the Influence of Organizational Culture On Organizational Commitment and Employee Performance. International Journal of Business Economics (IJBE), 2(2), 86–98. https://doi.org/10.30596/ijbe.v2i2.6710
  27. Kapferer, J.-N., & Valette-Florence, P. (2016). Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, 25(2), 120–133. https://doi.org/10.1108/JPBM-09-2015-0988
  28. Kharisma, F., & Kurniawati, M. (2021). Pengaruh Attitude Homophily, Social Attractiveness, Self- Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention. Jurnal Ilmu Manajemen, 10–18.
  29. Kim, H. (2020). Unpacking Unboxing Video-Viewing Motivations: The Uses and Gratifications Perspective and the Mediating Role of Parasocial Interaction on Purchase Intent. Journal of Interactive Advertising, 20(3), 196–208. https://doi.org/10.1080/15252019.2020.1828202
  30. Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023
  31. Kurtin, K. S., O’brien, N., Roy, D., & Dam, L. (2019). Parasocial Relationships with Musicians. In The Journal of Social Media in Society Fall (Vol. 8, Issue 2).
  32. Kusmardianto, A. D. , & Rahayu, F. (2023). Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal. Jurnal Pendidikan Tambusai, 7(1), 992–1001.
  33. Kusnandar, B. V. (2022). Pendapatan Penduduk Indonesia Meningkat Menjadi Rp 62,2 Juta per Tahun.
  34. Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer terhadap parasocial interaction dan fan citizenship behaviour. Jurnal Studi Komunikasi, 5(3), 764–790.
  35. Kyriazos, T. A. (2018). Applied Psychometrics: The 3-Faced Construct Validation Method, a Routine for Evaluating a Factor Structure. Psychology, 09(08), 2044–2072. https://doi.org/10.4236/psych.2018.98117
  36. Lang, C., & Joyner Armstrong, C. M. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 13, 37–47. https://doi.org/10.1016/j.spc.2017.11.005
  37. Lee, H.-J., & Lyu, J. (2016). Personal values as determinants of intentions to use self-service technology in retailing. Computers in Human Behavior, 60, 322–332. https://doi.org/10.1016/j.chb.2016.02.051
  38. Lee, M., & Lee, H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention? International Journal of Consumer Studies, 46(1), 235–248. https://doi.org/10.1111/ijcs.12667
  39. Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419–436. https://doi.org/10.1108/APJML-01-2018-0021
  40. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
  41. Maulida, A. Z. (2019). Pengaruh self-control, daya tarik iklan dan kerentanan dampak interpersonal terhadap online impulsive buying produk fashion pada wanita yang telah menikah [Bachelor’s thesis]. UIN Syarif Hidayatullah Jakarta.
  42. Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645. https://doi.org/10.1080/13683500.2016.1200539
  43. Novitasari, D., Supiana, N., Supriatna, H., Agung Ali Fikri, M., & Asbari, M. (2021). The Role of Leadership on Innovation Performance: Transactional Versus Transformational Style. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 07(01). https://doi.org/10.34203/jimfe.v7i1.2981
  44. O’Cass, A., & Siahtiri, V. (2013). In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults. Journal of Retailing and Consumer Services, 20(6), 505–515. https://doi.org/10.1016/j.jretconser.2013.05.005
  45. Oe, H., Sunpakit, P., Yamaoka, Y., & Liang, Y. (2018). An exploratory study of Thai consumers’ perceptions of “conspicuousness”: a case of luxury handbags. Journal of Consumer Marketing, 35(6), 601–612. https://doi.org/10.1108/JCM-01-2017-2058
  46. Permana, R. A. M. (2022). Pengaruh Review Beauty Influencer Lifni Sanders Terhadap Niat Membeli Produk “Somethinc” Pada Media Sosial Youtube. https://dspace.uii.ac.id/handle/123456789/38752
  47. Perry, P., Barnes, L., & Ye, T. (2020). The Evolution of the Chinese Luxury Fashion Consumer: An Interpretive Study of Luxury Value Perceptions (pp. 175–202). https://doi.org/10.1007/978-3-030-25654-8_8
  48. Pinda, L., Handoko, K., Halim, S., & Gunadi, W. (2021). The Determinant Factors of Purchase Intention in the Culinary Business in Indonesia That Mediated by Parasocial Interaction and Food Vlogger Credibility. Turkish Journal of Computer and Mathematics Education, 12(3), 4852–4865.
  49. Pramudito, E. S., Rizkalla, N., & Purnamaningsih, P. (2022). The Influence of Physical Attractiveness, Social Attractiveness and Attitude Homophily towards the Credibility of Travel Vlogger. Formosa Journal of Sustainable Research, 1(7), 1167–1184. https://doi.org/10.55927/fjsr.v1i7.2150
  50. Pratama, P. (2021). Pengaruh Parasocial Interaction pada Minat Pembelian. Ideas: Jurnal Pendidikan, Sosial, dan Budaya,. Ideas: Jurnal Pendidikan, Sosial, Dan Budaya, 7(4), 123–132.
  51. Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia. The Winners, 22(2), 173–182. https://doi.org/10.21512/tw.v22i2.7597
  52. Ryu, J.-S. (2015). The Emergence of New Conspicuous Consumption. Journal of Distribution Science, 13(6), 5–10. https://doi.org/10.15722/jds.13.6.201506.5
  53. Sabi, H. M., Uzoka, F.-M. E., Langmia, K., Njeh, F. N., & Tsuma, C. K. (2018). A cross-country model of contextual factors impacting cloud computing adoption at universities in sub-Saharan Africa. Information Systems Frontiers, 20(6), 1381–1404. https://doi.org/10.1007/s10796-017-9739-1
  54. Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., De Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047–1062. https://doi.org/10.1108/JPBM-05-2021-3468
  55. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
  56. Septiana, E. D., & Qastharin, A. R. (2021). The Influence of Materialism Values Towards Young Consumers’ Luxury Fashion Purchase Intention In Indonesia. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 184–208. https://doi.org/10.35631/AIJBES.39014
  57. Shahid, S., & Farooqi, R. (2019). Consumer Behavior towards Personal Luxury Goods: The Mediating Role of Brand Attachment. IUP Journal of Marketing Management , 18(2), 7–29.
  58. Shrestha, N. (2021). Factor Analysis as a Tool for Survey Analysis. American Journal of Applied Mathematics and Statistics, 9(1), 4–11. https://doi.org/10.12691/ajams-9-1-2
  59. Siregar, N., & Ovilyani, R. (2017). Analisis faktor-faktor yang mempengaruhi minat beli konsumen dalam menggunakan indihome sebagai penyedia jasa internet di kota medan (studi kasus kantor plaza telkomcabang iskandar muda no. 35 medan baru). Jurnal Manajemen Tools, 7(1).
  60. Soeaidy, M. S., Taufiq, A. R., & Mandasari, A. E. (2018). Stimuli Pada Generasi Millennial Untuk Mau Membayar Harga Premium Fashion Muslim Melalui Status Merek Dan Preferensi Merek. Jurnal Ekonomi Manaj, 4(1), 29–37.
  61. Sokolova, K., & Kefi, H. (2020). 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, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
  62. Statista.com. (2023). Value of the personal luxury goods market worldwide from 1996 to 2022.
  63. Sunardiyah, F., Pawito, P., & Isrun Naini, A. M. (2022). Pengaruh Komunikasi Interpersonal, Kampanye Sosial Media dan Citra Organisasi terhadap Kepuasan Konsumen di Bea Cukai Surakarta. Jurnal Ilmu Komunikasi, 20(2), 237. https://doi.org/10.31315/jik.v20i2.6615
  64. Tandon, A., Kaur, P., Bhatt, Y., Mäntymäki, M., & Dhir, A. (2021). Why do people purchase from food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services, 63, 102667. https://doi.org/10.1016/j.jretconser.2021.102667
  65. Warganegara, D. L., & Babolian Hendijani, R. (2022). Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia. Sustainability, 14(6), 3235. https://doi.org/10.3390/su14063235
  66. Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021). The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction. Journal of Vacation Marketing, 27(3), 299–313. https://doi.org/10.1177/1356766721995973
  67. Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007
  68. Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites. International Journal of Information Management, 51, 102043. https://doi.org/10.1016/j.ijinfomgt.2019.102043