INTERAKSI PARASOSIAL SEBAGAI MEDIATOR: PENGARUH INFLUENCER MEDIA SOSIAL DAN PERSEPSI HARGA TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA TIKTOK SHOP

Najwa Dinda, Harmanda Berima Putra

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Penelitian ini bertujuan untuk mengetahui pengaruh influencer media sosial, persepsi harga terhadap pembelian impulsif melalui interaksi parasosial. Sampel dalam penelitian ini adalah pengguna tiktok shop dan telah melakukan frekuensi pembelian secara spontan lebih dari 2 kali. Jumlah sampel yang digunakan dalam penelitian ini adalah 160 responden. Metode pengambilan sampel menggunakan teknik purposive sampling. Analisis data dalam penelitian ini menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS. Hasil penelitian ini menunjukan bahwa influencer media sosial berpengaruh positif terhadap interaksi parasosial. Persepsi harga berpengaruh positif terhadap interaksi parasosial. Interaksi parasosial berpengaruh positif terhadap pembelian impulsif. Persepsi harga berpengaruh positif terhadap pembelian impulsif. Selain itu, interaksi parasosial memililki pengaruh mediasi pada hubungan antara influencer media sosial dan pembelian impulsif serta pada hubungan antara persepsi harga dan pembelian impulsif.

Kata Kunci: Influencer Media Sosial, Persepsi Harga, Pembelian Impulsif, Interaksi Parasosial


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DOI: https://doi.org/10.31869/me.v12i1.8395

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