Pengaruh Sumber Kredibilitas Dalam Meningkatkan Minat Pembelian Established Brands (Studi Pada Pengguna Kosmetik Di Kota Cilegon)
Abstract
Penelitian ini bertujuan untuk mengetahui hubungan antara source credibility attractiveness terhadap purchase intention dengan parasocial interaction sebagai variabel intervening. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Populasi yang dipilih adalah pengguna kosmetik dari generasi Z di Kota Cilegon. Pengambilan sampel dilakukan dengan menggunakan metode purposive sampling, dan jumlah sampel yang diambil sebanyak 120. Analisis data dilakukan dengan menggunakan Structural Equation Modelling (SEM) dengan menggunakan SmartPLS 3. Hasil penelitian menunjukkan bahwa source credibility attractiveness memiliki pengaruh positif dan signifikan terhadap purchase intention, dan parasocial interaction mampu berperan memediasi dalam menghubungkan source credibility attractiveness dengan purchase intention secara positif dan signifikan.
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DOI: http://dx.doi.org/10.48181/jrbmt.v7i1.24081
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