THE EFFECT OF SOURCE CREDIBILITY, TRUST, AND PARASOCIAL INTERACTION TO PURCHASE INTENTION (CASE OF ABEL CANTIKA)

Aristawati, Maria Kandela (2024) THE EFFECT OF SOURCE CREDIBILITY, TRUST, AND PARASOCIAL INTERACTION TO PURCHASE INTENTION (CASE OF ABEL CANTIKA). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This research aims to analyze the effect of source credibility, trust, and parasocial interaction on purchase intention. This study employs quantitative research with a purposive sampling data collection method. Data collection was conducted online using Google Forms. A total of 173 respondents participated in the survey who met the criteria of (1) being followers of Abel Cantika on Instagram and (2) having purchased products recommended by Abel Cantika. The research data was processed using SmartPLS 3 software, employing the Structural Equation Model (SEM). Source credibility has a positive and significant effect on trust, but not on purchase intention. Source credibility has an indirect effect on purchase intention through trust as a mediator. Parasocial interaction is confirmed to have a positive and significant effect on purchase intention.

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