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Putri Ayu Lestari
Fakultas Sains dan Teknologi Universitas Islam Negeri (UIN) Sultan Syarif Kasim Riau
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Journal : communica journal of communication

 1 
Trust in the Scroll: The Mediating Role of Parasocial Interaction in Influencer Marketing on Instagram Reels Lestari, Putri Ayu; Yopiannor, Farid Zaky
Communica : Journal of Communication Vol. 3 No. 2 (2025): April 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i2.781

Abstract

In the evolving landscape of digital marketing, nano- and micro-influencers have gained increasing relevance among Generation Z audiences due to their perceived authenticity and relatability. This study investigates how these influencer tiers on Instagram Reels affect purchase intention, with a focus on the mediating role of trust developed through parasocial interaction. A quantitative cross-sectional survey was conducted among 371 Indonesian Instagram users aged 18–25, employing purposive and snowball sampling. Data were collected using validated Likert-scale instruments for perceived authenticity, trust, and purchase intention, and analyzed through regression and mediation testing. The results indicate that nano-influencers generated higher engagement variability, while micro-influencers elicited stronger purchase intent. Trust significantly mediated the relationship between perceived authenticity and purchase behavior, highlighting its central role in transforming engagement into actionable outcomes. The findings underscore that superficial engagement metrics alone cannot predict conversion; instead, authenticity, emotional resonance, and trust-based connections are critical. These results provide both theoretical contributions to parasocial interaction research and practical implications for brands seeking to optimize influencer marketing strategies among Gen.
The Power of Parasocial Interaction: Relatability, Trust, and Ethical Engagement in Gen Z Influencer Marketing Lestari, Putri Ayu; Islami, Nafa Aqla
Communica : Journal of Communication Vol. 2 No. 4 (2024): October 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i4.783

Abstract

As short-form video platforms gain prominence, influencer marketing increasingly depends on parasocial interactions (PSI) to engage Generation Z consumers. The aim of this study is to examine the extent to which influencer relatability and trust influence purchase intention, with PSI serving as a mediating mechanism. Using survey data from 400 Indonesian urban Gen Z users active on Instagram Reels, TikTok, and YouTube Shorts, we conducted SEM analyses to validate the mediation effect of PSI. Model fit indices (CFI > 0.90, RMSEA < 0.08, SRMR < 0.08) confirmed acceptable fit, with indirect effects indicating significant emotional mediation pathways (β = 0.24, p < 0.01). This study is novel in highlighting the combined role of relatability and trust within the short-form video ecosystem, specifically in a Southeast Asian Gen Z context. Results demonstrate that emotionally resonant storytelling and interactive content (e.g., Q&A sessions, live streams) enhance PSI, which in turn strengthens consumer trust and brand loyalty. In practical terms, the findings suggest that brands should adopt authentic engagement, ethical transparency, and adaptive multi-platform strategies to sustain long-term relevance. However, authenticity and ethical transparency remain critical, as Gen Z is highly sensitive to manipulative content and commercial overreach. This research contributes theoretically by validating PSI as a mediating mechanism in influencer marketing, while providing practical guidance for industry players seeking to design ethical and effective campaigns.
Communication Satisfaction and Citizenship Behavior: A Mediated Model for Public Sector Transformation Lestari, Putri Ayu
Communica : Journal of Communication Vol. 3 No. 3 (2025): July 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v3i3.797

Abstract

His study examines the effect of Organizational Communication Satisfaction (OCS) on Organizational Citizenship Behavior (OCB) in Indonesian State-Owned Enterprises (SOEs), with Employee Engagement (EE) and Employer Branding (EB) as mediators. A cross-sectional survey of 336 employees was conducted using validated Likert-scale instruments. Data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM), ensuring reliability and validity. Results show that OCS significantly predicts OCB (β = 0.31, p < 0.01). Both EE (β = 0.12, p = 0.017) and EB (β = 0.10, p = 0.024) partially mediate this relationship. These findings highlight that communication satisfaction influences behavior through emotional and symbolic mechanisms.  This study concludes that effective internal communication is a strategic resource for SOEs, fostering trust, engagement, and organizational resilience. Practical implications emphasize participatory and culturally sensitive communication strategies, while theoretically this research extends the OCS–OCB literature by integrating dual mediators in a public sector context.
Co-Authors Abdul Aziz, Ahmad Zaed Abdul Rahim Abidin, Rifai Zainul Adekunle, Ahmed Oluwatobi Afrilzal, Afril Zal Alfian Alfian aliamin aliamin Ambarwati, Mega Dewi Amerta, I Dewa Gd Bayu Ari Andika, Cruift Ani Siti Anisah, Ani Siti Anjani, Dinda Dewi Annisa Abdi Ghifari Aprianto, Rizal Ardi Ardi Arfilia Wijayanti Ariani, Kadek Peni Ary Susatyo Nugroho Azza, Ziadatul Azzahrawani, Fatharisa Dewi, Yunita Fourina Diana Rozelin Duwi Nuvitalia Eddyono, Fauziah Edeh, Friday Ogbu Elfattah, Hagar Yehia Abd emelda, emelda Evoni, Anggita Fitri Evy Nurachma Fadilah, Resmi Afifah Fadillah, Shyaillah Firman Aziz Fitriani Lubis Fitriyah, Aidatul Fizza, Ufistia Anilla Gangodawilage, Damith Garini, Anggita Riastina Ginanjar, Ani Yanti Gunawan, Didik Hayya, Adieba Warda Hidayah, Siti Rahmawati Ilmy, Wahyu Nurul Irawan, Turino Adi Islami, Nafa Aqla Izzati, Sarah Nur Kalsum, Zuhriah Umi Ken, R.R, Wening Khan, Dwiki Rahman Lesi Hertati, Lesi Lestari, Fidia Dewi Lilis Puspitawati Lopiani, Salmanera Senja Marbun, Rany Mariani, Made Sri Maulana, Naufal Rizky Maulida, Anik Nafisah Ma’ruf, Muhammad Meifida Ilyas Muhalim, Muhalim Muhammad Syaipul Hayat Mukarom Mukarom, Mukarom Munggaran, Silvi Wulan Naibaho, Regina Yolanda Nasrulloh, Ubaid Fandi Ni Ketut Putri Ariani Ningsih, Jihatun Ayu Ariya Norhayatun, Norhayatun Nugroho, Yusuf Arieffudin Nur Jannah, Eka Yuni nurhadi, mokhamad Oktavia Saputri Paramita S, Novia Pos, Maymunah Pos Prasetyo Prasetyo Pujiharti, Yulita Purwani, Nur Setya Puspaningrum, Cici Putri, Mysi Lia Lisa Rachmawati, Amira Yuniar rahayu, cucu Ramadhani, Sunainatul Rayhan, Nayla Arifa Retno Purwani Setyaningrum Rijal, Muhammad Safitri, Awalina Dea Safitri, Layil Saraswati, Sari Sari, Loesita Sianu, Rahman Sumani Siregar, Tiarnita Maria Sarjani Br. Slamet Suhartono Suryani, Dessy Rizki Sutri, Sutri Syarifuddin Dollah Teguh Supriyono Tiara Putri Ryandini Trimiati, Emi Ulwan, Gina Nuzul Wahyu Hidayat Wahyuningsih Wicaksono, Rendra Adi Widaningsih Widari, Alvira widyawati, mei Yayi Suryo Prabandari Yenni Okfrianti Yenti Yolifiandri Yunita Yunita Zaky Yopiannor, Farid Zulfayani, Zulfayani Zuliansyah, Rhyzky Ditya