The Effect of Trustworthiness, Parasocial Relationship, Physical Attractiveness, and Social Attractiveness on Purchase Intention and Brand Trust

Abstract

This study aims to examine the effects of trustworthiness, parasocial relationship, physical attractiveness, and social attractiveness on purchase intention and brand trust in the context of social media marketing, focusing on influencer Tasya Farasya. The research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationships among the proposed variables. The findings reveal that trustworthiness has a positive and significant effect on both purchase intention and brand trust, indicated by highly significant p-values. Parasocial relationship also demonstrates a significant positive influence on purchase intention, although with a relatively smaller effect size. Furthermore, physical attractiveness significantly affects trustworthiness and parasocial relationship, while social attractiveness positively influences both trustworthiness and parasocial relationship. These results indicate that influencer characteristics play a crucial role in shaping consumer perceptions and behavioral intentions within digital marketing environments. The study highlights that consumers are more likely to trust brands and develop purchase intentions when influencers are perceived as credible, attractive, and socially engaging. Therefore, companies should carefully consider influencer credibility and attractiveness dimensions when developing social media marketing strategies to enhance consumer trust and strengthen brand performance.