Pengaruh Source Credibility, Trust, Parasocial Interacrion, dan Physical Attractiveness Terhadap Purchase Intention Konsumen Gen Z

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This analysis highlights the role of source credibility and parasocial interaction in shaping consumer behavior among Generation Z.

Source credibility and physical attractiveness significantly enhance purchase intention among Generation Z consumers.
Parasocial interactions positively affect purchase decisions, while trust has no notable impact.
Data were gathered through an online survey of 150 respondents aged 18 and above.
These findings highlight the importance of partnering with credible, visually appealing influencers for effective marketing.

Anugraini et al. (2025) studied this question.

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