Pengaruh Daya Tarik Fisik dan Daya Tarik Sosial Terhadap Niat Beli Produk Secara Daring yang di Mediasi Oleh Interaksi Parasosial

This study aims to examine the influence of physical attractiveness and social attractiveness on online purchase intentions mediated by parasocial interactions. Where the independent variable consists of physical attractiveness, social attractiveness, and parasocial interactions, while the dependent variable is the intention to buy products online. The population in this study were followers of beauty vlogger Tasya Farasya both on social media Instagram or YouTube. The sampling technique used in this study was purposive sampling by taking 126 respondents. Data collection method is by distributing questionnaires using Google Form. The analysis used in this study includes the research instrument test that is the validity and reliability test, the research model test that is the normality test, and the research hypothesis test using Structural Equation Modeling (SEM). The results showed that the parasocial interaction variables fully mediated to the variable physical attractiveness and social attractiveness towards online product purchase intentions. This is shown from the results of hypothesis testing using SEM that the hypothesis of the variable physical attractiveness to purchase intentions shows insignificant results, and the variable social appeal to purchase intention also shows insignificant results. Then the results show that parasocial interactions fully mediate