Electronic Theses and Dissertation

Abstrak skripsi ini meneliti pengaruh prior brand attitude dan parasocial interaction terhadap purchase intention produk kosmetik glad2glow, yang dimediasi dan dimoderasi oleh trustworthiness influencer tasya farasya di tiktok. penelitian ini menggunakan kuisioner yang disebar kepada 168 responden followers tasya farasya yang telah membeli atau mengetahui produk glad2glow. data dianalisis menggunakan structural equation modeling (sem) dengan perangkat lunak amos untuk menguji hipotesis yang diajukan. hasil analisis menunjukkan pengaruh signifikan prior brand attitude dan parasocial interaction terhadap trustworthiness, serta pengaruh signifikan trustworthiness terhadap purchase intention. trustworthiness memediasi pengaruh prior brand attitude terhadap purchase intention, sementara parasocial interaction tidak berpengaruh langsung pada purchase intention. penelitian ini menyarankan glad2glow untuk terus menjaga citra merek yang positif melalui konsistensi kualitas produk dan layanan pelanggan yang baik. selain itu, glad2glow perlu selektif dalam memilih influencer, memprioritaskan mereka yang memiliki trustworthiness tinggi dan sejalan dengan nilai-nilai merek. untuk memperkuat trustworthiness dan parasocial interaction, glad2glow dapat mempertimbangkan strategi pemasaran digital yang lebih interaktif, seperti live session atau sesi tanya jawab langsung dengan influencer. kata kunci: prior brand attitude, parasocial interaction, trustworthiness, purchase intention, sem, amos.

ABSTRACT This thesis examines the influence of prior brand attitude and parasocial interaction on purchase intention towards Glad2Glow cosmetics, mediated and moderated by influencer trustworthiness (Tasya Farasya on TikTok). A questionnaire was distributed to 168 respondents—followers of Tasya Farasya who had purchased Glad2Glow products or were familiar with the brand. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software to test the hypotheses. Results reveal significant positive relationships between prior brand attitude and trustworthiness, and between trustworthiness and purchase intention. Trustworthiness significantly mediates the relationship between prior brand attitude and purchase intention, while parasocial interaction has no direct significant effect on purchase intention. This study recommends that Glad2Glow consistently maintain a strong positive brand image through product quality and excellent customer service. Furthermore, Glad2Glow should be selective in choosing influencers, prioritizing those with high trustworthiness and alignment with brand values. To strengthen trustworthiness and parasocial interaction, Glad2Glow could incorporate more interactive digital marketing strategies, such as live sessions or Q&A with influencers. Keywords: Prior Brand Attitude, Parasocial Interaction, Trustworthiness, Purchase Intention, SEM, AMOS.