Komala, Risma Dwi (2025) MENINGKATKAN PURCHASE INTENTION MELALUI PARASOCIAL INTERACTION (Studi Brand Wardah pada Gen Z di Kota Cilegon). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The rapid development of social media has transformed consumer behavior patterns, particularly among Generation Z, in shaping purchase intentions, especially within the cosmetics industry. This study aims to analyze how influencer source credibility attractiveness and source credibility trustworthiness can enhance purchase intention through parasocial interaction with the Wardah brand among Gen Z in Cilegon City. The study involved 160 respondents who met the criteria of being active social media users aged 15 to 27. The data were analyzed using a quantitative method with the assistance of SmartPLS 3.0. The results indicate that both source credibility attractiveness and source credibility trustworthiness of influencers have a positive and significant effect on purchase intention and parasocial interaction. Furthermore, parasocial interaction also has a positive and significant effect on purchase intention. A notable finding of this study is that parasocial interaction partially mediates the relationship between influencer source credibility attractiveness, source credibility trustworthiness and purchase intention. Thus, this research provides empirical evidence that the closeness formed between Gen Z cosmetics users and influencers through parasocial interaction plays a significant role in shaping purchase intentions for Wardah cosmetic products being promoted.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Pesatnya perkembangan media sosial telah mengubah pola perilaku konsumen, terutama di kalangan Gen Z, dalam menentukan minat pembelian, khususnya pada industri kosmetik. Penelitian ini bertujuan untuk menganalisis bagaimana daya tarik kredibilitas sumber (source credibility attractiveness) dan kepercayaan kredibilitas sumber (Source Credibility Trustworthiness) Influencer dapat meningkatkan purchase intention melalui parasocial interaction pada brand Wardah di kalangan Gen Z di Kota Cilegon. Penelitian ini melibatkan 160 responden yang memenuhi kriteria sebagai pengguna aktif media sosial berusia 15– 27 tahun. Data dianalisis menggunakan metode kuantitatif dengan alat bantu SmartPLS 3.0. Hasil penelitian menunjukkan bahwa source credibility attractiveness dan source credibility Trustworthiness Influencer berpengaruh positif dan signifikan terhadap purchase intention dan parasocial interaction. Selain itu, parasocial interaction juga berpengaruh positif dan signifikan terhadap purchase intention. Temuan menarik dari penelitian ini adalah parasocial interaction terbukti mampu memediasi secara parsial hubungan antara daya tarik kredibilitas sumber (source credibility attractiveness) Influencer dan kepercayaan kredibilitas sumber (Source Credibility Trustworthiness) Influencer terhadap purchase intention. Dengan demikian, penelitian ini memberikan bukti empiris bahwa interaksi kedekatan yang dilakukan antara pengguna kosmetik Gen Z dan Influencer melalui interaksi parasosial memiliki peran penting dalam membentuk niat beli terhadap produk kosmetik wardah yang dipromosikan. | |||||||||
| Uncontrolled Keywords: | source credibility attractiveness, source credibility trustworthiness, parasocial interaction, purchase intention. source credibility attractiveness, Source Credibility Trustworthiness, parasocial interaction, purchase intention. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Risma Dwi Komala Risma | |||||||||
| Date Deposited: | 10 Jul 2025 02:14 | |||||||||
| Last Modified: | 10 Jul 2025 02:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51098 |
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