Influencer Credibility and Purchase Intention in the Local Beauty Industry: The Mediating Role of Parasocial Relationship

Purpose – This study aims to examine the effects of influencer trustworthiness, expertise, and attractiveness on consumers’ purchase intention, with parasocial relationship serving as a mediating variable in the context of the local makeup brand Somethinc. Design/Methodology/Approach – The study employed a quantitative survey approach. Data were collected from 198 Somethinc users selected through purposive sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. Findings – The results show that influencer trustworthiness and expertise have significant effects on purchase intention, whereas attractiveness does not have a significant effect. Furthermore, only expertise significantly affects parasocial relationship. Parasocial relationship significantly influences purchase intention and mediates only the relationship between influencer expertise and purchase intention. Originality/Value – The study contributes by demonstrating the distinct roles of influencer credibility dimensions and parasocial relationship in shaping consumers’ purchase intention toward a local makeup brand. The findings indicate that influencer expertise and parasocial relationship are particularly important mechanisms for strengthening marketing communication effectiveness and encouraging purchase intention toward Somethinc.