The Influence of Influencer Credibility, Content Quality, and Parasocial Relationship on Purchase Intention of Endorsed Products
Keywords:
Influencer Credibility, Content Quality, Parasocial Relationship, Purchase Intention, Elaboration Likelihood ModelAbstract
This study aims to analyze the influence of influencer credibility, content quality, and parasocial relationship on purchase intention of endorsed products, using a case study of influencer Reizuka Ari Kurniawan on TikTok and Instagram. A quantitative approach with purposive sampling was employed, involving 137 active followers as respondents. Data were analyzed using multiple linear regression based on the Elaboration Likelihood Model (ELM). The results show that all three variables have a significant and positive effect on purchase intention, with an R-square of 0.882. Influencer credibility was the most dominant variable with a standardized beta of 0.446.
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