relation: https://eprints.untirta.ac.id/51098/
title: MENINGKATKAN PURCHASE INTENTION MELALUI  PARASOCIAL INTERACTION  (Studi Brand Wardah pada Gen Z di Kota Cilegon)
creator: Komala, Risma Dwi
subject: H Social Sciences (General)
description: 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.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/51098/1/7776220021%20-%20Tesis%20RismaDK-5%20Full.pdf
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identifier: https://eprints.untirta.ac.id/51098/2/7776220021%20-%20Tesis%20RismaDK-01.pdf
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identifier: https://eprints.untirta.ac.id/51098/3/7776220021%20-%20Tesis%20RismaDK-02.pdf
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identifier: https://eprints.untirta.ac.id/51098/4/7776220021%20-%20Tesis%20RismaDK-03.pdf
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identifier: https://eprints.untirta.ac.id/51098/5/7776220021%20-%20Tesis%20RismaDK-04.pdf
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identifier: https://eprints.untirta.ac.id/51098/6/7776220021%20-%20Tesis%20RismaDK-05.pdf
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identifier: https://eprints.untirta.ac.id/51098/7/7776220021%20-%20Tesis%20RismaDK-Reff.pdf
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language: en
identifier: https://eprints.untirta.ac.id/51098/8/7776220021%20-%20Tesis%20RismaDK-Lamp.pdf
identifier:   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.