Article Sidebar

Download
Download Article

Main Article Content

Abstract

The fashion industry in Indonesia is experiencing rapid growth, particularly with the rising popularity of local clothing brands. In the digital era, social media influencers play a pivotal role in marketing through Parasocial Interactions (PSI), which can significantly shape consumers' perceived value and purchase intention. This study examines the influence of influencers' Social Attractiveness and Physical Attractiveness on Parasocial Interactions, and how these interactions affect perceived Social Value, Personal Value, and ultimately, purchase intention for local clothing brands. A quantitative research approach was employed using Structural Equation Modeling (SEM). Data were collected through a survey distributed to social media users who follow influencers and have prior experience purchasing local fashion products. The findings reveal that both Social Attractiveness and Physical Attractiveness of influencers have a positive and significant effect on Parasocial Interactions. Furthermore, parasocial interactions significantly enhance perceived social and personal values, leading to higher purchase intention among consumers.

Keywords

Parasocial Interaction Social Attractiveness Physical Attractiveness Social Value Personal Value Purchase Intention Digital Marketing Local Clothing Brands

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Anwarsyah, D., Rifa, H., Robian, R., Ananda, M., & Rahayu, F. (2025). The Influence of Parasocial Interaction on Purchase Intention Through Value Perception: Study on Local Clothing Brands in Indonesia. Golden Ratio of Data in Summary, 5(2), 300–311. https://doi.org/10.52970/grdis.v5i2.1101
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aristawidia, M. (2025). Pelestarian Budaya Bagi Kalangan Muda Indonesia Berbasis Teknologi dan Kearifan lokal. Good News From Indonesia. https://www.goodnewsfromindonesia.id/2023/10/29/pelestarian-budaya-bagi-kalangan-muda-indonesia-berbasis-teknologi-dan-kearifan-lokal
  2. Astuti, P., Qoiriyah, M., Rojuaniah, R., Havidz, I. L. H., & Wati, D. F. (2023). Menciptakan Minat Beli Produk Scarlett: Analisis Kontribusi Influencer, Word Of Mouth dan Brand Image. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 3449–3466. https://doi.org/10.47467/alkharaj.v6i3.5292
  3. Audie, R., Permana, M., & Astuti, B. (2023). Pengaruh Review Beauty Influencer Terhadap Niat Beli Produk Pada Media Sosial YouTube.
  4. Bogoevska-Gavrilova, I. (2023). Unraveling Influencer Loyalty: Examining the Impact of Source Credibility. https://doi.org/10.47063/EBTSF.2023.0005
  5. Data, G. (2023, May 30). Merek Fesyen Lokal yang Jadi Favorit Masyarakat Indonesia Versi Goodstats. GoodStats Data. https://data.goodstats.id/statistic/merek-fesyen-lokal-yang-jadi-favorit-masyarakat-indonesia-versi-goodstats-mavFg
  6. Diah Astarini & Arwini Sumardi. (2021). Drivers, Dan Outcomes, Dari Credibility, Dan Parasocial Interaction Terhadap Purchase Intention. Media Riset Bisnis & Manajemen. https://doi.org/http://dx.doi.org/10.25105/mrbm.v21i2.9904
  7. Ertug, G., Brennecke, J., Kovacs, B., Zou, T., Ertug, G. ;, Brennecke, J. ;, & Kovacs, B. ; (2022). What does homophily do? A review of the consequences of What does homophily do? A review of the consequences of homophily. Part of the Organizational Behavior and Theory Commons and the Strategic Management Policy Commons. Citation. https://ink.library.smu.edu.sg/lkcsb_research
  8. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. www.cengage.com/highered
  9. Jansom, A., & Pongsakornrungsilp, S. (2021). How Instagram influencers affect the value perception of Thai millennial followers and the purchasing intention of luxury fashion for sustainable marketing. Sustainability (Switzerland), 13(15). https://doi.org/10.3390/su13158572
  10. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
  11. Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09719-z
  12. Kharisma, F., & Kurniawati, M. (2021). Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, Dan Parasocial Interaction Terhadap Purchase Intention. Jurnal Ilmu Manajemen, 9(1).
  13. Kojongian, K. S. P., & Ariadi, G. (2024). Trust and electronic word of mouth on purchase intention: Rating as mediator. Jurnal Fokus Manajemen Bisnis, 14(1), 17–31. https://doi.org/10.12928/fokus.v14i1.8984
  14. Kreijns, K., Xu, K., & Weidlich, J. (2022). Social Presence: Conceptualization and Measurement. In Educational Psychology Review (Vol. 34, Issue 1, pp. 139–170). Springer. https://doi.org/10.1007/s10648-021-09623-8
  15. Kusmardianto, A. D., & Rahayu, F. (2023). Anteseden dan Konsekuensi dari Parasocial Interaction dada Produk Kosmetik Lokal.
  16. Lau-Zhu, A., Williams, F., & Steel, C. (2023). Attachment patterns and autobiographical episodic memory functioning: A systematic review of adult studies to advance clinical psychological science. In Clinical Psychology Review (Vol. 101). Elsevier Inc. https://doi.org/10.1016/j.cpr.2023.102254
  17. Palupi, I., Masnita, Y., Kunci, K., Pembelian Keahlian, N., Tarik Fisik, D., & Tarik Sosial Koresponding, D. (2024). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana Physical Attractiveness Beauty Influencer Pada Interaksi Parasosial: Apakah Mempengaruhi Purchase Intention Follower? 13(1). https://ojs.unud.ac.id/index.php/EEB/index
  18. Purwianti, L., Yulianto, E., & Katherine. (2024). The Mediating Role of Trust in Purchasing Intention. International Journal of Applied Research in Business and Management, 5(2). https://doi.org/10.51137/ijarbm.2024.5.2.1
  19. Rahayu, F., Siregar, R., Risde, K. R., Nurulita, D. A., Wijarnako, F. R., Wijarnako, K. F., & Ying, L. (2024). Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment. Jurnal Manajemen Dan Pemasaran Jasa, 17(2), 293–306. https://doi.org/10.25105/jmpj.v17i2.19970
  20. Rahmayanti, N. P., Karsudjono, A. J., Hidayatullah, I., & Pancasetia, S. (2024). Pelatihan Spss Uji Validitas Dan Uji Reliabilitas Untuk Data Primer. Jurnal Pengabdian Kepada Masyarakat, 5(2). https://ejurnal.stimi-bjm.ac.id/index.php/BBJM/
  21. Sekaran, U., & Bougie, R. (2016). Research methods for business : a skill-building approach. www.wileypluslearningspace.com
  22. Sugiarto Maulana, Y., Hadiani, D., Wahyuni, S., Bina Putera Banjar, S., & STISIP Bina Putera Banjar, M. (2021). Pengaruh Penggunaan Influencer Instagram Terhadap Citra Merk Dan Dampaknya Terhadap Peningkatan Penjualan.
  23. Wu, W., Huang, V., Chen, X., Davison, R. M., & Hua, Z. (2018). Social value and online social shopping intention: the moderating role of experience. Information Technology and People, 31(3), 688–711. https://doi.org/10.1108/ITP-10-2016-0236

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.