Citation:

Febiola Wulandari, Ananda Sabil Hussein, Mintarti Rahayu. "The Role of Vlogger’s Self-disclosure Towards Purchase Intention Mediated by Parasocial Interaction and Source of Credibility" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 331-337, 2023.

Abstract:

This study investigates the connection between purchase intention and self-disclosure by parasocial contact and reliability source among the consumers of Cimory Yogurt Drink, who are also subscribers of the Nihongo Mantappu YouTube channel in Malang City. This is a quantitatively conducted explanatory study by dispersing an online survey to 210 respondents analyzed using the Partial Least Square (SEM-PLS) method. Results indicate that self-disclosure has no impact on purchase intention. However, parasocial interaction and sources of credibility have been discovered to mitigate the impact of self-disclosure on purchase intention. These findings suggest that the owner of Nihongo Mantappu should pay more attention to what content he will share, considering that excessive self-disclosure can affect attractiveness and product image, thereby reducing purchase intention.

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Keywords:

Self-disclosure, Parasocial Interaction, Source of Credibility, Purchase Intention.