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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Keuangan dan Perbankan Jurnal Mirai Management AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM Performance Journal Of Management Science (JMAS) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Ilomata International Journal of Management Enrichment : Journal of Management Ilomata International Journal of Management Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Industrial Research Workshop and National Seminar Malcom: Indonesian Journal of Machine Learning and Computer Science Jurnal Multidisiplin West Science Madani: Multidisciplinary Scientific Journal Journal of Educational Management Research JAPB JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Riwayat: Educational Journal of History and Humanities Jurnal Bisnis dan Kewirausahaan El-Mujtama: Jurnal Pengabdian Masyarakat MERDEKA: Jurnal Ilmiah Multidisiplin INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen International Journal of Economics, Business Management and Accounting Joong-Ki Menulis: Jurnal Penelitian Nusantara
Fauzan, Rizky
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Journal : Journal of Educational Management Research

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Credibility, Parasocial Interaction, and Informative Value: The Role of Trust in Stakeholders’ Decision Intention Rahmadhani, Roro Ayu; Fauzan, Rizky; Listiana, Erna; Afifah, Nur; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1922

Abstract

The rapid growth of influencer marketing in Indonesia, particularly through social media platforms, has heightened the importance of influencer authenticity in shaping audience perceptions and decision-making. However, empirical studies examining the effectiveness of influencers who promote their own brands remain limited. This study aims to analyze the influence of credibility, parasocial interaction, and informative value on stakeholders’ decision intention, with trust serving as a mediating variable, within the context of educational brand management. Using a quantitative approach, data were collected through a questionnaire administered to 217 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings reveal that parasocial interaction has a positive and significant direct effect on decision intention, while credibility, parasocial interaction, and informative value significantly influence trust. In contrast, credibility and informative value do not show a significant direct effect on decision intention. Furthermore, trust is found to significantly mediate the relationships between credibility, parasocial interaction, and informative value and stakeholders’ decision intention. These results imply that effective educational brand management in the digital era should prioritize trust-building strategies by enhancing authentic communication, meaningful engagement, and the quality of information delivered to stakeholders in order to strengthen decision-making outcomes.
Co-Authors Ahmad Shalahuddin, Ahmad AHMADI Akbari, Rizki Zulfi Ana Fitriana Ana Fitriana Anastasia Lidya Maukar Andy Andy Anik Vega Vitianingsih Annisa Fitria Anwar Azazi Apriandika, Muhammad Nahruddin Arman Jaya Asli, Salsabila Hasya Barkah, Barkah Cahyono, Cahyono Kaelan Damianus Ute Daud, Ilzar Donny Usman Dwi Suzanna Edison, Norvin Edwardo, Albert Endang Dhamayantie Erna Listiana Erna Listiana Fadilah, Putri Fahruna, Yulyanti Fajar Kristanto Fauzan, Ahmad Hilmi Giriati, Giriati Gita, Leiya Hasanudin Hasanudin Hasanudin Helma Malini, Helma Hitan, Wiwin Ikram Yakin Ilzar Daud Ilzar Daud Ilzar Daud Iman Kalis, Maria Chirstiana Janiarti, Della Juniwati Juniwati K, Karsim Karolina, Sindi Karsim Karsim, Karsim Khristian Lestari, Mugi Ayu M. Irfani Hendri Maharani, Tri Adinda Mailisa, Yessi Marchello Maria Christiana Iman Kalis, Maria Christiana Maria Christiana l Kalis Marisca, Tirza Eudia Mayardi, Rika Megawati - Mochammad Imron Awalludin Muhammad Afif Muhammad Iqbal Muhaimin Munir, Azzis Abdul Nardi, Rio Nisrina Amalia Novita Novita Nur Afifah Nurhapizah, Siti Nurul Komari Nurul Komari Nurul Komari Oktaviana Oktaviana Patricia, Adella Pradidta, Elsa Pramana Saputra Purmono, Bintoro Bagus Purwanto, Dimas Puspita, Nina Putri Pangestika, Putri Rahmadhani, Roro Ayu Ramadania Ramadania, Ramadania Ridwansyah Ridwansyah Rifki, Maulana Radiyan Rusmana, Muchamad Raihan Surya Rustam Rustam Salsabila, Intan Serene, Gabriel Shelly, Shelly Sihombing, Rony Pasonang siti zahra zahira Sri Langgeng Ratnasari SULISTIOWATI Suriyani, Eddy SUSANTI Syahbandi Syahbandi Syahbandi The, Trixie Agustina Titi Rosnani Titik Rosnani Titik Rosnani Titinawati, Titinawati Triadi*, Masius Veronika Veronika Victorio, Michael Wardana, Rizky Hady Wendy Wenny Pebrianti Wibowo, Titik Yoyon Arie Budi Suprio Yunitasari*, Richa Kartika Kristin Dian Yuspita, Agata