Pengaruh Influencer-Follower Congruence Dan Parasocial Relationships Terhadap Purchase Intention Produk Skincare Pada Live Streaming TikTok dengan Influencer Credibility sebagai Variabel Mediasi (Studi Kasus : Gen Z di Kota Medan)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh influencer-follower congruence dan parasocial relationships terhadap purchase intention produk skincare pada Gen Z di Kota Medan, dengan influencer credibility sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif dan sampel 110 pengguna TikTok yang pernah menonton siaran langsung dan mengikuti minimal satu akun influencer skincare. Pengumpulan data melalui penyebaran kuesioner. Hasil penelitian menunjukkan bahwa influencer-follower congruence berpengaruh signifikan terhadap influencer credibility (t-statistic = 4,163, p-value = 0,000) dan purchase intention (t-statistic = 3,548, p-value = 0,000). Parasocial relationships juga berpengaruh signifikan terhadap influencer credibility (t-statistic = 4,635, p-value = 0,000) dan purchase intention (t-statistic = 2,169, p-value = 0,030). Influencer credibility berpengaruh signifikan terhadap purchase intention (t-statistic = 4,349, p-value = 0,000). Uji mediasi menunjukkan bahwa influencer credibility memediasi pengaruh influencer-follower congruence (t-statistic = 2,717, p-value = 0,007) dan parasocial relationships (t-statistic = 2,992, p-value = 0,003) terhadap purchase intention. Temuan ini memberikan kontribusi dalam pemahaman tentang bagaimana kredibilitas influencer berperan penting dalam meningkatkan niat beli di kalangan konsumen Gen Z. This study aims to examine the impact of influencer-follower congruence and parasocial relationships on purchase intention for skincare products among Gen Z in Medan, with influencer credibility as a mediating variable. This study uses a quantitative method with an associative approach and a sample of 110 TikTok users who have watched live streams and follow at least one skincare influencer. Data collection through the distribution of a questionnaire. The results show that influencer-follower congruence significantly influences influencer credibility (t-statistic = 4.163, p-value = 0.000) and purchase intention (t-statistic = 3.548, p-value = 0.000). Parasocial relationships also significantly affect influencer credibility (t-statistic = 4.635, p-value = 0.000) and purchase intention (t-statistic = 2.169, p-value = 0.030). Influencer credibility significantly influences purchase intention (t-statistic = 4.349, p-value = 0.000). Mediation analysis shows that influencer credibility mediates the effect of influencer-follower congruence (t-statistic = 2.717, p-value = 0.007) and parasocial relationships (t-statistic = 2.992, p-value = 0.003) on purchase intention. These findings contribute to the understanding of how influencer credibility plays an important role in increasing purchase intention among Gen Z consumers