Publication Date: 2023/07/13
Abstract: The pandemic has caused changes in consumer behavior, especially in the beauty industry, people tend to buy skincare rather than make-up due to reduced activities outside home. In addition, internet usage is increasing as consumers search for information online before purchasing products. This study aims to examine the effect of reviews from fellow consumers and influencers on social media on skincare purchase intention in Indonesia. The research method used is a quantitative method. Data was collected using a questionnaire via Google Form, afterwards the data was processed using Smart PLS software. The results of this study are that all variables have influence on purchase intentions except for homophile attitudes. Parasocial interactions are influenced by influencer credibility and homophile attitudes. It can be concluded that fellow consumers' reviews and influencer credibility are able to increase purchase intention, but not with homophile attitudes because it is an antecedent of parasocial interaction.
Keywords: E-WOM, Purchase Intention, Parasocial Interaction, Attitude Homophily, Influencer Credibility.
DOI: https://doi.org/10.5281/zenodo.8143229
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23JUN1022.pdf
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