Pengaruh psychological closeness konsumen terhadap attitude toward fashion blog: studi efek moderasi fashion leadership dan interpersonal lov (list of value)

Shaabiriina, Shinthia Dita (2017) Pengaruh psychological closeness konsumen terhadap attitude toward fashion blog: studi efek moderasi fashion leadership dan interpersonal lov (list of value). Masters thesis, Universitas Pelita Harapan.

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Abstract

Psychological closeness are used to analyze human relationships with each other. In a fashion blogger, psychological closeness consumers measured by using Parasocial Interaction Theory (PSI) by Horton and Wohl (1956). Based on previous studies, the factors that make someone have a psychological closeness with each others is their perceived similarity. Similarity inflict the attitude, attitude is a psychological tendency of positive or negative behavior of a consumer to display or brand. Peter & Olson (1999) attitude a predisposition or a tendency to respond positively or negatively towards a certain idea, object, person, or situation. attitude influences an individual's choice of action, and responses to challenges, incentives and rewards ( together called stimuli ). A convenience sample of 180 female college students in a Jakarta provided usable responses to the survey. This study aims to analyze the influence of psychological closeness fashion blogger on the attitudes of consumers on a fashion blog as well as interest in purchasing the various products displayed by fashion bloggers with fashion leadership and LOV interpersonal value as variabel moderating. The data is processed by using hierarchical regression and linear regression. The results showed that psychological closeness fashion blogger influence consumer attitudes towards fashion blog and purchase intention of the products displayed by fashion bloggers. And moderating variable fashion leadership able to give effect to psychological closeness relationships fashion blogger on consumer attitudes and buying interest. While the value of LOV interpersonal haven’t a moderating effect on the relationship between psychological closeness fashion blogger on consumer purchase intention and attitude toward the fashion blog. And the last hypothesis testing showed that attitudes towards fashion blog has a significant positive effect on consumer purchase intention. / Psychological closeness konsumen digunakan untuk menganalisis bagaimana hubungan manusia dengan satu sama lain terjalin, psychological closeness konsumen pada blogger mode diukur dengan menggunakan Parasocial Interaction Theory (PSI) yang dikemukakan oleh Horton & Wohl (1956). Berdasarkan beberapa penelitian, faktor yang mendorong seseorang memiliki psychological closeness konsumen adalah adanya kesamaan yang dirasakan. Kesamaan ini menimbulkan sikap, sikap adalah sebuah kecenderungan psikologis dari bentuk perilaku positif atau negatif seorang konsumen terhadap suatu display atau merek. Peter & Olson (1999) attitude dianggap sebagai sikap terhadap suatu objek tertentu yang merupakan sikap pandangan atau sikap perasaan yang disertai dengan kecenderungan untuk bertindak sesuai dengan objek. Penelitian ini menggunakan sampel responden wanita. Survei dalam penelitian ini disebarkan kepada 300 mahasiswi di Jakarta. Penelitian ini bertujuan untuk menganalisa pengaruh psychological closeness terhadap sikap konsumen pada fashion blog serta minat pembelian pada berbagai produk yang ditampilkan oleh fashion blogger dengan adanya variabel moderasi yakni fashion leadership dan LOV interpersonal value. Data diolah dengan menggunakan metode regresi hirarki. Hasil penelitian menunjukkan bahwa psychological closeness mempengaruhi sikap konsumen terhadap fashion blogger dan minat pembelian terhadap produk yang ditampilkan fashion blogger. Dan variabel moderasi fashion leadership mampu memberikan pengaruh terhadap hubungan psychological closeness fashion blogger pada sikap dan minat beli konsumen. Sedangkan LOV interpersonal value tidak memiliki pengaruh moderasi pada hubungan antara psychological closeness terhadap minat beli konsumen serta sikap terhadap situs fashion blog. Dan pengujian hipotesis terakhir menunjukkan bahwa attitude toward fashion blog memiliki pengaruh positif terhadap niat pembelian.

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