Influencer Authenticity and Homophily on Tiktok: Shaping Purchase Intention Via Parasocial Relations
Year: 2025
Type: article
Study design: Observational Study
Abstract: Influencer characteristics influence consumer purchase intentions and are increasingly relevant to the digital era, especially through the TikTok platform. The main focus of this study is to analyze the influence of influencer characteristics using homophily, informative value, and authentic variables on the purchase intentions of Gen Z TikTok users in Indonesia, especially in Java, with parasocial relationships as a mediating variable. The research method used is a quantitative approach with a purposive sampling technique, involving 210 respondents aged 18-27 years who actively use TikTok. Data collection was carried out through an online questionnaire with a Likert scale of 1-5, and analysis using SmartPLS. The results of the study showed that homophily had a significant effect on purchase intentions through parasocial relationships. Informative and authentic values did not have a significant effect on purchase intentions through parasocial relationships. These findings emphasize the importance of closeness between influencers and their audiences in building a relationship that can drive purchasing decisions. Keywords: Homophily, Informative Value, Authenticity, Parasocial Relationship, Purchase Intention
Authors: Clairene Aurellia, Liliana Dewi
Institution: Universitas Ciputra
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412928208