Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention

Purnamaningsih, Purnamaningsih (2024) Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention. In: The 5th Advances in Business Research Conference 2023, 27 September 2023, Langkawi Island, Malaysia.

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Abstract

Beauty brand owners are trying to increase the sales growth rate, which has been unstable due to the COVID-19 pandemic. This study explores the intention to purchase beauty products through the role of beauty influencers by examining parasocial interaction and credibility factors. Eight hypotheses were tested and analyzed using a structural equation model. The study showed that parasocial interaction and credibility positively impact purchase intention. Meanwhile, only social attractiveness influences parasocial interaction, while physical and social attractiveness affects credibility.

Item Type:	Conference or Workshop Item (Paper)
Creators:	Purnamaningsih, Purnamaningsih
Contributors:
Keywords:	Attractiveness; Parasocial Interaction; Credibility; Purchase Intention
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.8342 Consumer Behavior
Divisions:	Faculty of Business > Management
Date Deposited:	16 Mar 2026 02:30
URI:	https://kc.umn.ac.id/id/eprint/45353

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