<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon)"^^ . "The rapid development of social media has transformed consumer behavior\r\npatterns, particularly among Generation Z, in shaping purchase intentions,\r\nespecially within the cosmetics industry. This study aims to analyze how influencer\r\nsource credibility attractiveness and source credibility trustworthiness can enhance\r\npurchase intention through parasocial interaction with the Wardah brand among\r\nGen Z in Cilegon City. The study involved 160 respondents who met the criteria of\r\nbeing active social media users aged 15 to 27. The data were analyzed using a\r\nquantitative method with the assistance of SmartPLS 3.0. The results indicate that\r\nboth source credibility attractiveness and source credibility trustworthiness of\r\ninfluencers have a positive and significant effect on purchase intention and\r\nparasocial interaction. Furthermore, parasocial interaction also has a positive and\r\nsignificant effect on purchase intention. A notable finding of this study is that\r\nparasocial interaction partially mediates the relationship between influencer\r\nsource credibility attractiveness, source credibility trustworthiness and purchase\r\nintention. Thus, this research provides empirical evidence that the closeness formed\r\nbetween Gen Z cosmetics users and influencers through parasocial interaction\r\nplays a significant role in shaping purchase intentions for Wardah cosmetic\r\nproducts being promoted."^^ . "2025" . . . . . . . . . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "MAGISTER MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . . . . . . . . . "Lutfi"^^ . "Lutfi"^^ . "Lutfi Lutfi"^^ . . "H.E.R Taufik"^^ . "H.E.R Taufik"^^ . "H.E.R Taufik H.E.R Taufik"^^ . . "Risma Dwi"^^ . "Komala"^^ . "Risma Dwi Komala"^^ . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "FAKULTAS EKONOMI DAN BISNIS"^^ . . . "MAGISTER MANAJEMEN"^^ . . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Text)"^^ . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . . "MENINGKATKAN PURCHASE INTENTION MELALUI\r\nPARASOCIAL INTERACTION\r\n(Studi Brand Wardah pada Gen Z di Kota Cilegon) (Other)"^^ . . . . . "HTML Summary of #51098 \n\nMENINGKATKAN PURCHASE INTENTION MELALUI \nPARASOCIAL INTERACTION \n(Studi Brand Wardah pada Gen Z di Kota Cilegon)\n\n" . "text/html" . . . "H Social Sciences (General)"@en . .