Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention
DOI:
https://doi.org/10.21834/e-bpj.v9iSI19.5768Keywords:
Attractiveness, Parasocial Interaction, Credibility, Purchase IntentionAbstract
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.
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