Peran Moderasi Interaksi Parasosial pada Pengaruh Citra Merek terhadap Keputusan Pembelian Skincare pada Wanita

Abstract

Skincare product purchase decisions are influenced by various factors, one of which is brand image. In the digital era, parasocial interaction between consumers and influencers has become increasingly strong, potentially moderating the relationship between brand image and purchase decisions. This study aims to analyze the effect of brand image on skincare purchase decisions and examine the moderating role of parasocial interaction in this relationship. This research involved a sample of 300 women aged 18–40 who use skincare products. The sampling technique used was purposive sampling, and hypothesis testing was conducted using a quantitative approach with SmartPLS 4 for Windows. The findings indicate that brand image has a positive and significant effect on skincare purchase decisions. Furthermore, parasocial interaction strengthens this relationship. In other words, the stronger the parasocial interaction between consumers and influencers, the greater the impact of brand image on purchase decisions. This suggests that emotional attachment to influencers enhances consumer trust and confidence in the brands they recommend. The implications of this study provide valuable insights for companies in designing more effective marketing strategies by leveraging parasocial interaction as a factor that can enhance consumer purchase decisions.