Putri, Shella Ananda (2025) An Analysis of the Relationship between Self-Congruity, Intimate Self-Disclosure, Parasocial Interaction, and Purchase Intention on Somethinc Product. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
Social media has become an essential platform for digital marketing, particularly in the beauty industry. Beauty influencers play a significant role in shaping consumer behavior by fostering emotional connections with their audience. This study examines the significant and positive relationship between self-congruity, intimate self-disclosure, parasocial interaction, and purchase intention of Somethinc beauty products. A quantitative approach was employed, collecting data through an online survey distributed via Google Forms. A total of 109 respondents who actively follow beauty influencers and have purchased Somethinc products participated in the study. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was used for data analysis. The findings indicate that self-congruity has a significant and positive influence on parasocial interaction, suggesting that consumers feel a stronger connection with beauty influencers who reflect their self-image. Similarly, intimate self-disclosure significantly and positively enhances parasocial interaction, demonstrating that personal storytelling by influencers fosters emotional engagement. Furthermore, parasocial interaction has a significant and positive effect on purchase intention, confirming that audiences who feel connected to influencers are more likely to buy the recommended products. These results highlight the importance of selecting influencers whose personal brand aligns with the target audience’s self-perception. Companies like Somethinc can optimize their influencer marketing strategies by leveraging self-congruity and intimate self-disclosure to strengthen parasocial interactions, ultimately increasing consumer purchase intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SHELLA ANANDA PUTRI |
| Date Deposited: | 08 Mar 2025 14:52 |
| Last Modified: | 08 Mar 2025 14:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12979 |
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