The Influence of Parasocial Relationship on Purchase Intention and Factor Analysis of Parasocial Relationship Formation in the Context of Probiotic Skincare Marketing
Year: 2025
Type: article
Study design: Observational Study
Abstract: The rapid growth of the skincare industry in Indonesia has driven marketers to utilize influencers as an effective brand communication strategy, especially in promoting probiotic skincare products that require both functional and educational approaches. This study aims to examine the influence of parasocial relationships on purchase intention, with brand trust as a mediating variable, and to explore the influencer content characteristics that shape parasocial relationships. A quantitative explanatory design was employed, with data collected from 403 female social media users who follow skincare influencers. Data were analyzed using covariance-based SEM via AMOS. The findings reveal that parasocial relationships significantly influence purchase intention indirectly through brand trust. Moreover, entertainment value and self-disclosure significantly contribute to the formation of parasocial relationships, while informative value does not directly affect purchase intention. This study offers a theoretical contribution by extending the application of parasocial relationship theory in digital marketing contexts, and provides managerial implications for brands to design emotionally engaging content that fosters trust and consumer engagement.
DOI: 10.52152/801944
Institutions: State University of Jakarta, Universitas Esa Unggul
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415059774