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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

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)

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  • 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)

Santri Maharani * and Dhino Suprayogo

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
DOI url: https://doi.org/10.30574/wjarr.2024.22.2.1596
 
Received on 16 April 2024 revised on 23 May 2024; accepted on 25 May 2024
 
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. 
 
Expertise; Parasocial Interaction; Purchase Intention; Trust
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-1596.pdf

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Santri Maharani and Dhino Suprayogo. 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). World Journal of Advanced Research and Reviews, 2024, 22(2), 2152-2162. Article DOI: https://doi.org/10.30574/wjarr.2024.22.2.1596

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