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Submitted
20 March 2024
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30 March 2024
Published
30 March 2024
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Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh inspirasi terhadap pemenuhan kebutuhan idealitas; menguji pengaruh estetika visual terhadap pemenuhan kebutuhan idealitas; menguji pengaruh keinformatifan terhadap pemenuhan kebutuhan kompetensi; menguji pengaruh pemenuhan kebutuhan idealitas terhadap transfer kelekatan; dan menguji pengaruh pemenuhan kebutuhan kompetensi terhadap transfer kelekatan. Lokasi penelitian ini dilaksanakan di Indonesia. Penelitian ini dilakukan melalui survei online juga offline menggunakan teknik purposive sampling dan memiliki 232 responden. Pendekatan analisis penelitian ini adalah kuantitatif menggunakan analisis PLS-SEM melalui aplikasi SmartPLS. Hasil penelitian menemukan bahwa inspirasi berpengaruh positif dan signifikan terhadap pemenuhan kebutuhan idealitas; estetika visual berpengaruh positif dan signifikan terhadap pemenuhan kebutuhan idealitas; keinformatifan berpengaruh positif dan signifikan terhadap pemenuhan kebutuhan kompetensi; pemenuhan kebutuhan idealitas berpengaruh positif dan signifikan terhadap transfer kelekatan; serta pemenuhan kebutuhan kompetensi berpengaruh positif dan signifikan terhadap transfer kelekatan.

Keywords

inspirasi estetika visual keinformatifan pemenuhan kebutuhan idealitas pemenuhan kebutuhan kompetensi transfer kelekatan

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Copyright (c) 2023 Rachmawati Iriyanto, Agus Abdurrahman

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Iriyanto, R., & Abdurrahman, A. (2024). Influencer sebagai Human Brand: Pengaruh Pemenuhan Kebutuhan Pengikut Instagram Tasya Farasya terhadap Transfer Kelekatan pada Produk Kosmetik. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5), 260–276. Retrieved from https://journal.uii.ac.id/selma/article/view/33484
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