Instagram Influencers’ Source Credibility on Gadget Product Purchase Intention Among Indonesian Generation Z: The Mediating Role of Parasocial Interaction

Abstract

Understanding how credibility of influencers shape consumer behaviour is crucial at present as social media becomes a primary source of product information. This study aims to examine the influence of Instagram influencers’ source credibility; comprising of attractiveness, trustworthiness, and expertise, on the purchase intention of gadget products among Indonesian Generation Z with parasocial interaction serving as a mediating factor. Conducted through a quantitative method, the study collected data from 410 respondents via an online survey. Partial least squares structural equation modelling (PLS-SEM) was utilised to analyse and interpret the findings. The results indicated that Indonesian Generation Z heavily relied on Instagram for information-seeking, with influencers playing a critical role in shaping their purchasing decisions. Among the dimensions of source credibility, attractiveness and trustworthiness show a significantly stronger positive influence on purchase intention compared to expertise, which has a comparatively weaker impact. Furthermore, parasocial interaction is confirmed as a significant mediator, amplifying the influence of source credibility on purchase intentions. Respondents reported greater trust in influencer reviews, perceiving them as relatable and authentic, which highlights the importance of engagement and social interaction in shaping consumer behaviour. The study underscores the significant role of influencers’ credibility in building trust and driving purchase decisions through meaningful engagement with their followers. It contributes to the growing body of literature on social media interaction and marketing by providing valuable insights into the behaviours of Indonesian Generation Z and their reliance on social media for various needs.