Pengaruh Influencer Credibility Sebagai Brand Owner Terhadap Purchase Intention: Peran Parasocial Relationship Dan Celebrity–Product Congruence (Studi Pada MOP Beauty Oleh Tasya Farasya)

Valerie, Aurora Ekky (2026) Pengaruh Influencer Credibility Sebagai Brand Owner Terhadap Purchase Intention: Peran Parasocial Relationship Dan Celebrity–Product Congruence (Studi Pada MOP Beauty Oleh Tasya Farasya). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kosmetik Indonesia menghadapi masalah overclaim dan produk ilegal akibat persaingan industri dan strategi pemasaran yang agresif, sehingga kredibilitas influencer menjadi penting, khususnya influencer yang juga berperan sebagai pemilik brand. Penelitian ini bertujuan menganalisis pengaruh source credibility (attractiveness, trustworthiness, dan expertise) terhadap purchase intention dengan menelaah peran parasocial relationship dan celebrity-product congruence. Objek penelitian berfokus pada Tasya Farasya dan brand MOP Beauty sebagai influencer pemilik brand dengan tingkat pengenalan tertinggi. Teknik analisis dan pengolahan data menggunakan analisis deskriptif dan pendekatan Structural Equation Modeling (SEM) menggunakan data primer terhadap 331 pengikut Tasya Farasya yang terpapar kontennya dalam 6 bulan terakhir serta mengetahui MOP Beauty. Hasil penelitian mengkonfirmasi bahwa attractiveness dan trustworthiness berpengaruh positif signifikan terhadap niat beli dan terciptanya parasocial relationship. Selanjutnya parasocial relationship terbukti berpengaruh secara langsung dan memediasi pengaruh attractiveness dan trustworthiness terhadap niat beli. Selain itu, celebrity-product congruence memengaruhi ketiga variabel source credibility serta purchase intention melalui mediasi attractiveness dan trustworthiness. Penelitian ini melengkapi kajian teori social influence dan secara manajerial merekomendasikan strategi komunikasi pemasaran yang menekankan kepercayaan dan hubungan emosional serta konsistensi citra Tasya Farasya dan MOP Beauty untuk menciptakan niat beli konsumen.
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The Indonesian cosmetics industry faces issues of overclaim and illegal products due to intense industry competition and aggressive marketing strategies, making influencer credibility an important factor, particularly for influencers who also act as brand owners. This study aims to analyze the effect of source credibility (attractiveness, trustworthiness, and expertise) on purchase intention by examining the role of parasocial relationship and celebrity–product congruence. The object of this study focuses on Tasya Farasya and the MOP Beauty brand as an influencer- owned brand with the highest level of recognition. Data analysis and processing techniques employ descriptive analysis and a Structural Equation Modeling (SEM) approach based on primary data collected from 331 followers of Tasya Farasya who have been exposed to her content within the last six months and are familiar with MOP Beauty. The results confirm that attractiveness and trustworthiness have a positive and significant effect on purchase intention and the formation of parasocial relationships. Furthermore, parasocial relationship is proven to have a direct effect and to mediate the influence of attractiveness and trustworthiness on purchase intention. In addition, celebrity–product congruence affects all three source credibility variables as well as purchase intention through the mediation of attractiveness and trustworthiness. This study contributes to the development of social influence theory and, from a managerial perspective, recommends marketing communication strategies that emphasize trust and emotional relationships, as well as the consistency of the image of Tasya Farasya and MOP Beauty to generate consumers’ purchase intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	celebrity-product congruence, industri kosmetik, parasocial relationship, purchase intention, source credibility celebrity-product congruence, cosmetic industry, parasocial relationship, purchase intention, source credibility
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Aurora Ekky Valerie
Date Deposited:	29 Jan 2026 06:10
Last Modified:	29 Jan 2026 06:10
URI:	http://repository.its.ac.id/id/eprint/130885

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