HUBUNGAN INTERKASI PARASOSIAL DAN KETERIKATAN EMOSIONAL DENGAN LOYALITAS PENGIKUT BERBAYAR SELEBGRAM DI INSTAGRAM

FAUZIYYAH, NURUL KHAIRA (2025) HUBUNGAN INTERKASI PARASOSIAL DAN KETERIKATAN EMOSIONAL DENGAN LOYALITAS PENGIKUT BERBAYAR SELEBGRAM DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the relationship between parasocial interaction and emotional attachment with followers’ loyalty toward Instagram celebrities in the context of paid content subscription on Instagram. The research employed a quantitative correlational approach involving 212 respondents who had previously subscribed to content from Instagram celebrities through the Instagram Subscriptions feature. Data were collected through questionnaires and analyzed using Pearson correlation tests. The instruments used in this study include the Celebrity-Persona Parasocial Interaction Scale (CPPI), the Emotional Attachment Scale (EAS), and the Four-Stage Loyalty Model. The results showed a positive and significant relationship between parasocial interaction and loyalty, as well as between emotional attachment and loyalty. The higher the psychological closeness followers felt toward the celebrity, the greater the loyalty they demonstrated, including in the form of financial support. These findings suggest that one-sided relationships on social media can foster real loyalty. Keywords: Parasosocial Interaction, Emotional Attachment, Loyalty, Instagram Celebrities Penelitian ini bertujuan untuk mengetahui hubungan antara interaksi parasosial dan keterikatan emosional dengan loyalitas pengikut terhadap selebgram dalam konteks berlangganan konten di Instagram. Penelitian menggunakan pendekatan kuantitatif korelasional dengan 212 responden yang pernah berlangganan konten selebgram melalui fitur Instagram Subscriptions. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji korelasi Pearson. Instrumen pada penelitian ini menggunakan Celebrity-Persona Parasocial Interaction Scale (CPPI), The Emotional Attachmenet Scale (EAS, dan Model Empat Tahap Loyalitas Konsumen (Four-Stage Loyalty Model). Hasil penelitian menunjukkan adanya hubungan positif dan signifikan antara interaksi parasosial dengan loyalitas dan keterikatan emosional dengan loyalitas. Semakin tinggi kedekatan psikologis yang dirasakan pengikut terhadap selebgram, maka semakin tinggi pula loyalitas yang ditunjukkan, termasuk dalam bentuk dukungan finansial. Temuan ini menunjukkan bahwa hubungan satu arah di media sosial dapat membentuk loyalitas nyata. Kata Kunci: Interaksi Parasosial, Keterikatan Emosional, Loyalitas, Selebgram

Item Type:	Thesis (S1)
Call Number CD:	FP/PSI. 25 172
NIM/NIDN Creators:	46121010058
Uncontrolled Keywords:	Interaksi Parasosial, Keterikatan Emosional, Loyalitas, Selebgram
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.2 Miscellany of Psychology/Aneka Ragam di Bidang Psikologi
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	khalimah
Date Deposited:	23 Sep 2025 03:55
Last Modified:	23 Sep 2025 03:55
URI:	http://repository.mercubuana.ac.id/id/eprint/98375

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