The role of parasocial interaction as a mediator in the influence between trust and beauty influencer expertise on purchase intention (study on beauty influencer Abel Cantika)
Management Study Program, Postgraduate, University of Muhammadiyah Malang, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2024, 22(02), 2152–2162
Article DOI: 10.30574/wjarr.2024.22.2.1596
Publication history:
Received on 16 April 2024 revised on 23 May 2024; accepted on 25 May 2024
Abstract:
This research aims to determine and analyze the influence of trust and expertise possessed by a beauty influencer on purchase intentions mediated by parasocial interactions. The sampling technique for this research is a purposive sampling technique which was distributed to followers of social media beauty influencer Abel Cantika aged 18-34 years. The number of respondents in this study was 400 and the data was obtained from the distribution of Google forms which was carried out over 20 days. Data analysis uses Structural Equation Model (SEM) via SmartPLS software. The result is that trust has a positive effect on purchase intentions, expertise has a negative effect on purchase intentions, the next result is that trust has a positive effect on parasocial interactions, expertise has a positive effect on parasocial interactions. Then parasocial interaction is able to mediate expertise on purchase intentions and finally parasocial interaction is able to mediate expertise on purchase intentions.
Keywords:
Expertise; Parasocial Interaction; Purchase Intention; Trust
Full text article in PDF:
Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0