relation: https://eprints.untirta.ac.id/49792/
title: PENGARUH INFLUENCER CREDIBILITY DAN PARASOCIAL RELATIONSHIP TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Smartphone Samsung)
creator: Sinaga, Jesica Sondang Ronauli
subject: HB Economic Theory
subject: HC Economic History and Conditions
subject: HF Commerce
description: This study aims to further examine the influence of influencer credibility and parasocial relationships on purchase decisions with brand trust as a mediating variable on Samsung smartphone products.  The method used in this study is a quantitative method with a descriptive approach. Data collection in this study used questionnaires and literature studies. The population of this study were all individuals who had used Samsung smartphones for more than 2 years with an age range of 14 - 44 years and were familiar with influencers. The sample in this study was 170 respondents with sampling using purposive sampling and snowball sampling. Structural Equation Modeling (SEM) was used as an analysis method in this study with the SmartPLS 4 analysis tool.  The results of this study are: (1) influencer credibility has a positive but not significant effect on purchase decisions; (2) parasocial relationships have a positive and significant effect on purchase decisions; (3) influencer credibility has a positive and significant effect on brand trust; (4) parasocial relationships have a positive and significant effect on brand trust; (5) brand trust has a positive and significant effect on purchase decisions; (6) influencer credibility has a positive and significant effect on purchase decisions mediated by brand trust; (7) parasocial relationship has a positive and significant influence on purchase decisions mediated by brand trust.
date: 2025
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/49792/1/Jesica%20Sondang_5551210159_01.pdf
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identifier: https://eprints.untirta.ac.id/49792/2/Jesica%20Sondang_5551210159_02.pdf
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identifier: https://eprints.untirta.ac.id/49792/3/Jesica%20Sondang_5551210159_03.pdf
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identifier: https://eprints.untirta.ac.id/49792/4/Jesica%20Sondang_5551210159_04.pdf
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identifier: https://eprints.untirta.ac.id/49792/5/Jesica%20Sondang_5551210159_05.pdf
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identifier: https://eprints.untirta.ac.id/49792/6/Jesica%20Sondang_5551210159_Full%20Text.pdf
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identifier: https://eprints.untirta.ac.id/49792/7/Jesica%20Sondang_5551210159_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/49792/8/Jesica%20Sondang_5551210159_Ref.pdf
identifier:   Sinaga, Jesica Sondang Ronauli  (2025) PENGARUH INFLUENCER CREDIBILITY DAN PARASOCIAL RELATIONSHIP TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Smartphone Samsung).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.