The Effect of Influencer Credibility and Parasocial Relationship on Purchase Intention through Brand Awareness among TikTok Users in Medan

Social media influencers increasingly shape how consumers discover and evaluate beauty products, yet high content exposure does not automatically translate into purchase intention. This study examines the effects of influencer credibility and parasocial relationship on purchase intention, both directly and indirectly through brand awareness, in the context of Implora skincare products promoted by the beauty influencer Ivana Meylanda on TikTok. Using a quantitative associative design, data were collected through an online questionnaire from 220 TikTok users in Medan, Indonesia, selected by purposive sampling, and analyzed with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3.0. The measurement model satisfied convergent validity, discriminant validity, and reliability criteria. Influencer credibility and parasocial relationship positively and significantly affect both brand awareness and purchase intention, and brand awareness positively and significantly affects purchase intention. Brand awareness also partially mediates the effects of influencer credibility and parasocial relationship on purchase intention, although the indirect effects are small (β = 0.059 and 0.058). The model explains 20.3% of the variance in brand awareness and 54.9% in purchase intention. These findings indicate that credible and relatable influencers drive purchase intention mainly through direct persuasion, supplemented by brand recognition. Marketers should select credible influencers who can build authentic relationships with their audiences and reinforce brand awareness through informative, consistent TikTok content.