MUHAMMAD, Dafi Andin Robbi (2026) The Influence of Social Attractiveness, Trustworthiness, and Perceived Similarity on Purchase Intention with the Mediating Variable of Parasocial Interaction in the Study of Fadil Jaidi’s Followers. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study is quantitative research that analyzes the influence of Social Attractiveness, Perceived Similarity, and Trustworthiness on Purchase Intention with Parasocial Interaction as a mediating variable. This study aims to explain the inconsistency of previous research findings regarding the influence characteristics on purchase intention and to provide a deeper understanding of the psychological mechanisms that drive consumer purchase intention in the marketing digital. pecifically, this study exammes how followers’ perceptions of reviewer sock tractiveness, similarity, and credibility influence their purchase intention throug the formation of parasocial interaction. The study was conducted using a case study approach on active Instagram followers of a well-known Indonesiar reviewer, Fadil Jadi. Data were collected from 203 respondents using a purposive sampling technique and analyzed using Structural Equation Modeling (SEM) with AMOS. The results show that perceived similarity and trustworthiness have a positive effect on parasocial interaction. Furthermore, parasocial interaction has a positive effect on purchase intention. The findings also indicate that parasocial interaction mediates the relationship between perceived similarity, and trustworthiness on purchase intention, Parasocial Interaction does not mediate the effect of Social Attractiveness on Purchase Intention and Social Attractiveness does not affect on purchase intention. These findings provide important insights into how psychological connections between reviewer and followers play a crucial role in shaping consumer purchase intention on social media platforms.

Item Type:	Thesis (Skripsi)
Nomor Inventaris:	C26097
Uncontrolled Keywords:	Social Attractiveness, Perceived Similarity, Trustworthiness, Purchase Intention, Parasocial Interaction, Social Influence Theory, Fadil Jaidi
Subjects:	P > P668 Purchasing
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Mr. Dafi Andin Robbi Muhammad
Date Deposited:	19 Feb 2026 07:29
Last Modified:	19 Feb 2026 07:29
URI:	http://repository.unsoed.ac.id:443/id/eprint/39846

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