The Role of Parasocial Relationship and Brand Image in Increasing Purchase Intention on TikTok Shop Mediated by Brand Attitude on Z Generation in Sidoarjo, Indonesia

Abstract

This study aims to analyze the influence of parasocial relationships and brand image on purchase intention for fashion products on TikTok Shop with brand attitude acting as a mediating variable particularly among Generation Z consumers in Sidoarjo. The study employs an explanatory research approach to examine causal relationships between variables through hypothesis testing. A sample of 214 respondents was selected using purposive sampling based on the criteria of being Generation Z residing in Sidoarjo and actively using TikTok. Data collection was conducted through a survey using a five point Likert scale questionnaire distributed face to face and completed through a Google Form link with direct guidance from the surveyor. Data were analyzed using descriptive statistics to describe respondent characteristics and Structural Equation Modeling SEM with the assistance of AMOS version 29 software to test direct and indirect relationships between variables. The results indicate that four out of five direct effects were statistically significant. Parasocial relationships significantly influenced brand attitude β equals 0.388 p equals 0.000 but did not significantly influence purchase intention β equals 0.196 p equals 0.063. Brand image significantly influenced both brand attitude β equals 0.357 p equals 0.000 and purchase intention β equals 0.417 p equals 0.000 while brand attitude also significantly affected purchase intention β equals 0.321 p equals 0.000. Indirect path analysis revealed that parasocial relationships significantly influenced purchase intention through brand attitude with full mediation whereas brand image significantly influenced purchase intention through brand attitude with partial mediation. These findings highlight the important mediating role of brand attitude in the relationship between parasocial relationships brand image and purchase intention within the proposed model.