Analisis Pengaruh Karakteristik Reviewer terhadap Niat Beli: Pendekatan Interaksi Parasosial

Chandra  Suparno; Dafi Andin Robbi  Muhammad

doi:10.65065/jg3n7r08

Authors

Chandra Suparno Universitas Jenderal Soedirman Author
Dafi Andin Robbi Muhammad Universitas Jenderal Soedirman Author

DOI:

https://doi.org/10.65065/jg3n7r08

Keywords:

Social Attractiveness, Trustworthiness, Perceived Similarity, Parasocial Interaction, Purchase Intention, Social Influence Theory

Abstract

This study examines how social attractiveness, perceived similarity, and trustworthiness influence purchase intention, mediated by parasocial interaction. Adopting a case study design, data were collected from 203 active Instagram followers of Indonesian reviewer Fadil Jaidi using purposive sampling and analyzed via Structural Equation Modeling (SEM) with AMOS. The results indicate that perceived similarity and trustworthiness positively affect parasocial interaction, which subsequently drives purchase intention. Furthermore, parasocial interaction significantly mediates the relationships of perceived similarity and trustworthiness with purchase intention. Conversely, social attractiveness has no significant effect on purchase intention and is not mediated by parasocial interaction. These findings underscore the critical role of psychological ties between reviewers and followers in shaping consumer purchase behavior on social media platforms.

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