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Chandra Suparno
Universitas Jenderal Soedirman
Religion Economics, Econometrics & Finance Education Social Sciences Other

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Analisis Pengaruh Karakteristik Reviewer terhadap Niat Beli: Pendekatan Interaksi Parasosial Chandra Suparno; Dafi Andin Robbi Muhammad
Annusfy : Journal of Multidisciplinary Research Vol. 1 No. 11 (2026): Annusfy : July 2026
Publisher : Jaanur Elbarik Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65065/jg3n7r08

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.
Co-Authors Dafi Andin Robbi Muhammad