Pengaruh Interaksi Parasosial terhadap Purchase Intention dengan Menggunakan Hedonisime dan Utilitarianisme sebagai Variabel Intervening pada Pengguna TikTok

Abstract

This study examines the effect of parasocial interaction between TikTok users and influencers on hedonic behavior (which includes transparency and perceived enjoyment), utilitarian behavior (which includes credibility and informativeness), and purchase intention in Jabodetabek using a quantitative approach based on data of 182 TikTok users collected through a survey. Hypothesis testing was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results of the study show that: 1) Parasocial interactions have a significant effect on transparency, 2) There is no effect between parasocial interactions on perceived enjoyment, 3) Parasocial interactions have a significant effect on credibility, 4) Parasocial interactions have a significant effect on informativeness, 5) Parasocial interaction has a significant effect on purchase intention, 6) There is no effect between transparency on purchase intention, 7) There is no effect between perceived enjoyment on purchase intention, 8) Credibility has a significant effect on purchase intention, 9) Informativeness has a significant effect on purchase intention. These findings provide an understanding of the importance of parasocial interactions in shaping consumer behavior and intentions in the context of endorsement on TikTok platform.