Syarifah Hanan Khansa, . (2026) PENGARUH KREDIBILITAS SUMBER INFLUENCER TIKTOK @bellaclrs_ TERHADAP NIAT BELI PRODUK FASHION DENGAN INTERAKSI PARASOSIAL SEBAGAI VARIABEL MEDIASI (SURVEI PADA PENGIKUT AKUN TIKTOK @bellaclrs_). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Declining audience trust in influencers, particularly mega influencers, raises questions about the ability of figures with a broad reach to build closeness with their audiences and encourage purchase intention. This phenomenon is noteworthy because the TikTok account @bellaclrs_, despite being categorized as a mega-influencer, has an engagement rate of 8.92%, the highest among the ten TikTok fashion influencers compared. This study aims to analyze the effect of influencer source credibility on fashion product purchase intention, both directly and through parasocial interaction. Source Credibility Theory is employed to explain that the effectiveness of persuasive messages is determined by audience perceptions of a communicator’ s attractiveness, expertise, and trustworthiness. This study adopts an explanatory quantitative approach using non-probability sampling with a purposive sampling technique. The study population consisted of 1.1 million followers, with a sample of 400 respondents. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with a disjoint two-stage approach because source credibility was positioned as a multidimensional construct. The results indicate that source credibility has a positive and significant effect on purchase intention (β = 0.151; t = 2.745; p = 0.006) and parasocial interaction (β = 0.613; t = 14.630; p < 0.001). Parasocial interaction also has a positive and significant effect on purchase intention (β = 0.548; t = 11.249; p < 0.001) and provides complementary partial mediation in the relationship between source credibility and purchase intention (β = 0.336; t = 9.378; p < 0.001). These findings support Source Credibility Theory by demonstrating that perceptions of an influencer’s attractiveness, expertise, and trustworthiness enhance the effectiveness of persuasive messages. The mediating role of parasocial interaction extends the theoretical explanation by showing that credibility also encourages purchase intention through the psychological closeness (cognitive, affective, and behavioral) experienced by audiences toward the influencer.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil; 2210411192] [Pembimbing: Uljanatunnisa] [Penguji 1: Ana Kuswanti] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | Influencer, Parasocial Interaction, Purchase Intention, Source credibility, TikTok. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | SYARIFAH HANAN KHANSA |
| Date Deposited: | 30 Aug 2026 09:39 |
| Last Modified: | 30 Aug 2026 09:39 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53284 |
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