Abstract
Beauty brand owners are trying to increase the sales growth rate, which has been unstable due to the COVID-19 pandemic. This study explores the intention to purchase beauty products through the role of beauty influencers by examining parasocial interaction and credibility factors. Eight hypotheses were tested and analyzed using a structural equation model. The study showed that parasocial interaction and credibility positively impact purchase intention. Meanwhile, only social attractiveness influences parasocial interaction, while physical and social attractiveness affects credibility.
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