The Effect Of Influencer Credibility On Consumers’ Purchase Intention Through Parasocial Relationship (A Study On Mykonos Brand Among University Students)

Fathia Alayda Majalawa, Kussudyarsana Kussudyarsana

Abstract


This study analyzes how influencer credibility influences students’ purchase intention, with parasocial relationship acting as a mediating variable. Data were quantitatively collected through an online survey of university students who use social media, follow influencers, and have been exposed to Mykonos brand promotions. Using purposive sampling, 200 valid responses were analyzed with SEM-PLS via SmartPLS 3.0. Influencer credibility was conceptualized through perceived integrity, competence, and similarity, while parasocial bonds and purchase intention were gauged using validated Likert-scale measures. The analysis shows that integrity and similarity shape buying intention both directly and indirectly, with parasocial relationship acting as a partial mediating conduit. Expertise does not have a direct effect on purchase intention but shows a significant indirect effect through parasocial relationship. Furthermore, all three credibility dimensions significantly enhance parasocial relationship, with homophily demonstrating the strongest influence. Parasocial relationship significantly drives purchase intention, confirming its mediating role in linking influencer credibility and consumer behavior

Keywords


homophily, influencer credibility, parasocial relationship, purchase intention, trustworthiness

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.97566

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