Pengaruh Daya Tarik dan Interaktivitas Vloger Makanan terhadap Loyalitas Merek yang Dimediasi oleh Kredibilitas dan Interaksi Parasosial pada Pelanggan UMKM Kuliner di Kota Banda Aceh

Wais Alqorni, Muhammad Ridha Siregar

Abstract


The study is aimed at measuring the impact of industrial attractiveness and interactivity of food vloger on brands' loyalty mediated by credibility and parasocial interaction of customer culinary in banda aceh. The sample used in this study is a by product of food consumption in banda aceh which numbered 230 people. The data-gathering equipment used in this study is a questionnaire. The slash sampling technique used is purposive sampling, structural equation modeling (SEM) is used as a method of analysis for identifying effects between the variables involved. Based on SEM analysis identified that attractiveness has a  positive effect on credibility, attractiveness has a positive effect on brand loyalty, interactivity has a positive effect on parasocial interaction, interactivity has no bearing on brand loyalty, credibility has a positive effect on brand loyalty, parasocial interaction has a positive effect on brand loyalty, credibility partial mediate the effect of attractiveness on brand loyalty, and parasocial interaction mediate in full the effect of attractiveness on brand loyalty.


Keywords


Attractiveness; Interactivity; Credibility; Parasocial Interaction; Brand Loyalty; Structural Equeation Modeling

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DOI: https://doi.org/10.24815/jimen.v8i4.27482

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

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