Influencer Relatability, Trustworthiness, Dan Authenticity Serta Pengaruhnya Terhadap Purchase Intention Melalui Perceived Emotional Value Dan Parasocial Relationship Pada Generational Cohort (Gen Z Dan Milenial)
DOI:
https://doi.org/10.33751/jmp.v14i1.85Keywords:
Social Media Fashion Influencer, Relatability, Trustworthiness, Authenticity, Parasocial Relationship, Purchase Intention, Generational CohortAbstract
Influencer Relatability, Trustworthiness, and Authenticity as well as Their Influence on Purchase Intention through Perceived Emotional Value and Parasocial Relationships in Generational Cohorts (Gen Z and Millennials)
This study aims to examine the influence of relatability, trustworthiness, and authenticity of Social Media Fashion Influencers (SMFIs) on purchase intention, with perceived emotional value (PEV) and parasocial relationship (PSR) serving as mediating variables, and generational cohort as a moderating variable. A quantitative research approach was employed using an online survey distributed via Google Forms to TikTok users from Generation Z and Millennials in Indonesia. The collected data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) to assess both direct and indirect relationships among the research variables. The results indicate that all three influencer attributes relatability, trustworthiness, and authenticity have a significant positive effect on perceived emotional value and parasocial relationships. In turn, both PEV and PSR significantly enhance consumers’ purchase intention, highlighting the importance of emotional attachment and perceived closeness in influencer-based marketing. Furthermore, the findings reveal notable differences between generational cohorts. Generation Z consumers are more strongly influenced by emotional engagement, perceived similarity, and interpersonal closeness with influencers, whereas Millennials place greater emphasis on trust, credibility, and message consistency when forming purchase intentions. These results underscore the critical role of influencer credibility and perceived authenticity in fostering emotional connections and sustained parasocial interactions, which ultimately drive purchasing decisions in social media environments. The study contributes to the growing literature on influencer marketing by integrating emotional and relational mechanisms within a generational framework. Practically, the findings suggest that marketers and brands should tailor influencer strategies to align with generational characteristics in order to maximize engagement effectiveness and conversion outcomes on social media platforms.
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