<![CDATA[Purpose – This study aims to examine the effects of parasocial interaction and influencer credibility on the purchase intention of HMNS perfume products via TikTok among consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the relationships between parasocial interaction, influencer credibility, and purchase intention. The sample consists of 140 respondents aged at least 17 years who reside in Malang City and have watched TikTok influencer content related to HMNS at least twice. Respondents were selected using a non-probability purposive sampling technique. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26. Findings – The results indicate that both parasocial interaction and influencer credibility have a positive and significant effect on purchase intention. These findings suggest that emotional engagement with influencers and perceived credibility of endorsers play an important role in shaping consumer intention to purchase perfume products through TikTok. Originality/value – This study contributes to digital marketing and influencer marketing literature by integrating parasocial interaction and influencer credibility as determinants of purchase intention in the context of TikTok-based perfume marketing. The findings provide practical implications for beauty brands in optimizing influencer strategies and strengthening audience engagement to increase purchase intention.]]>
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