The Effectiveness of Celebtok Reizuka Ari's Endorsement Strategy on Tiktok Toward Purchase Intention

Edi Komara; Dwi Putri Aprilia Zulfiati

doi:10.55927/mudima.v6i5.57

Authors

Edi Komara STIE Indonesia Banking School
Dwi Putri Aprilia Zulfiati STIE Indonesia Banking School

DOI:

https://doi.org/10.55927/mudima.v6i5.57

Keywords:

Attractiveness, Parasocial Interaction, Fear of Missing Out, Trustworthiness, Purchase Intention

Abstract

The development of TikTok as a social media platform has driven changes in digital marketing strategies, particularly through endorsement activities by influencers. This study aims to analyze the effect of Trustworthiness, attractiveness, Parasocial interaction, and Fear of Missing Out (FOMO) on Generation Z’s purchase intention toward products promoted by Reizuka Ari on TikTok. This study employs a quantitative approach, with data collected through questionnaires distributed to Generation Z who are active TikTok users and are familiar with Reizuka Ari’s content. Data analysis was conducted using Partial Least Square (PLS), including outer model and inner model testing. The results indicate that Parasocial interaction and Fear of Missing Out (FOMO) have a positive and significant effect on purchase intention, while Trustworthiness and Attractivenessdo not have a significant effect. These findings suggest that emotional and social factors play a more dominant role in influencing purchase intention compared to rational factors in the context of marketing through TikTok

References

bel, J. P., Buff, C. L., & Burr, S. A. (2016). Social media and the fear of missing out: Scale development and assessment. Journal of Business & Economics Research, 14(1), 33–44.

Al Fajri, M., & Septrizola, W. (2025). The effectiveness of TikTok as a digital marketing platform in influencing consumer purchase intention. Jurnal Manajemen Digital Indonesia, 4(1), 15–27.

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer attractiveness and consumer purchase intention in social media marketing. Journal of Retailing and Consumer Services, 71, 103231.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.

Oktavian, R., Dermawan, A., & Majid, M. (2024). The effect of celebrity endorsement, parasocial interaction, and FOMO on purchase intention among Generation Z consumers. Jurnal Pemasaran Digital, 6(2), 88–101.

Putri, A. R., & Nugroho, B. S. (2024). Fear of missing out and its impact on impulsive buying behavior in social commerce. Jurnal Ilmu Manajemen, 12(1), 45–57.

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.

Wirandamukti, R., & Setyaning, A. N. A. (2025). The influence of trust and subjective norms on purchase intention in TikTok Shop. Journal of Social Commerce Research, 3(1), 21–34.Zotero.