Electronic Theses and Dissertation

Penelitian ini tujuannya sebagai mengukur 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. Sampel yang di penelitian ini yakni konsumen UMKM kuliner di Kota Banda Aceh yang banyaknya 230 orang. Peralatan pengumpulan data yang dipakai pada penelitian ini yakni angket. Metode pengambilan sempel yang dipakai yakni purposive sampling, structural equation modeling (SEM) dipakai menjadi metode analisis dalam mengidentifikasi pengaruh antar variabel-variabel yang terkait. Dari hasil analisis SEM mengidentifikasikan bahwasanya daya tarik berpengaruh positif pada kredibilitas, daya tarik berpengaruh positif terhadap loyalitas merek, interaktivitas berpengaruh positif terhadap interaksi parasosial, interaktivitas tidak berpengaruh terhadap loyalitas merek, kredibilitas berpengaruh positif terhadap loyalitas merek, interaksi parasosial berpengaruh positif terhadap loyalitas merek, kredibilitas memediasi secara parsial pengaruh daya tarik terhadap loyalitas merek, dan interaksi parasosial memediasi secara penuh pengaruh daya tarik terhadap loyalitas merek.
Kata Kunci: Daya Tarik, Interaktivitas, Kredibilitas, Interaksi Parasosial, Loyalitas Merek, Stuctural Equeation Modelling.

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.