Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PERAN PARASOCIAL RELATIONSHIP DALAM MEMPERKUAT EFEKTIVITAS CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN

PDF
  • Rasyid Irfan Hartono,
  • Deasy Tantriana
Rasyid Irfan Hartono
Universitas Islam Negeri Sunan Ampel Surabaya
Deasy Tantriana
Universitas Islam Negeri Sunan Ampel Surabaya

Published 2026-10-29

Keywords

  • Hubungan Parasosial,
  • Celebrity Endorsement,
  • Minat Beli,
  • Pemasaran Digital,
  • Perilaku Konsumen

How to Cite

PERAN PARASOCIAL RELATIONSHIP DALAM MEMPERKUAT EFEKTIVITAS CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/5932

Abstract

Transformasi media sosial telah merombak lanskap celebrity endorsement, menggeser fokus dari sekadar popularitas massa menuju pentingnya kedalaman ikatan emosional sepihak atau parasocial relationship (hubungan parasosial). Kajian ini bertujuan untuk menginvestigasi mekanisme psikologis hubungan parasosial dalam memperkuat efektivitas celebrity endorsement terhadap minat beli konsumen. Secara metodologis, penelitian ini menerapkan pendekatan kualitatif deskriptif melalui studi literatur, dengan menyintesis ragam publikasi akademik mutakhir terkait psikologi konsumen dan pemasaran digital. Hasil telah menunjukkan bahwa relasi parasosial secara sukses meruntuhkan skeptisisme audiens, memfasilitasi internalisasi rasa percaya, serta memicu penularan emosi yang secara drastis mengonversi ketertarikan menjadi niat beli. Dinamika platform digital masa kini terbukti mengamplifikasi ilusi keintiman ini, di mana keselarasan identitas (self-congruity) dan autentisitas konten bertindak sebagai penguat utama. Kendati demikian, taktik ini menyimpan kerentanan tingkat tinggi berupa parasocial breakup, yang kerap dipantik oleh komersialisasi berlebih maupun skandal moral figur publik. Kajian ini menyimpulkan bahwa pelaku bisnis wajib merekalibrasi kriteria seleksi endorser dari yang berorientasi pada jumlah pengikut menuju kedalaman engagement dan keaslian karakter guna merawat loyalitas konsumen dalam jangka panjang.
PDF

References

  1. Bond, B. J., Dill-Shackleford, K. E., Dibble, J. L., Gleason, T. R., Jennings, N., Rosaen, S., & Forster, R. T. (2024). Parasocial relationships in children and teens. Handbook of Children and Screens: Digital Media, Development, and Well-Being from Birth Through Adolescence, 239–244. https://doi.org/10.1007/978-3-031-69362-5_33
  2. Chang, H. J., & Villegas, J. (2007). Consumer responses to advertising on the internet: The effect of individual difference on ambivalence and avoidance. Cyberpsychology and Behavior, 10(2), 258–266. https://doi.org/10.1089/cpb.2006.9960
  3. Erfgen, C., Zenker, S., & Sattler, H. (2015). The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155–163. https://doi.org/10.1016/j.ijresmar.2014.12.002
  4. Fatina, F. N., Ariyanti, M., & Millanyani, H. (2026). The Influence of Interactivity, Openness, Social and Physical Attractiveness on Parasocial Interaction, Loyalty, and Willingness to Share: A Study of Taylor Swift's Instagram Followers. Studies in Systems, Decision and Control, 642, 457–463. https://doi.org/10.1007/978-3-032-07220-7_41
  5. Frakea, J. (2017). Selling Out: The Inauthenticity Discount in the Craft Beer Industry. Management Science, 63(11), 3930–3943. https://doi.org/10.1287/mnsc.2016.2517
  6. Huang, J. C. (2017). How Does Scandal Affect the Celebrity-Endorsed Brand?: Examining the Moderated Mediation Role of Culture and Nationality of a Celebrity: An (Extended) Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 689–691. https://doi.org/10.1007/978-3-319-45596-9_133
  7. Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230–237. https://doi.org/10.1016/j.ausmj.2011.07.005
  8. Jashari, S., Shkodra, N., & Haziri, A. (2026). Brand Credibility As a Determinant of Consumer Price Sensitivity in Food Markets. Ikonomicheski Izsledvania, 35(6), 180–197. https://doi.org/10.56497/esj260609
  9. Kwak, M., Choi, S., Chung, D., & Lee, S. (2025). Affordance-Driven Interface Design in Massive Online Communications: Shaping User Experience in Social Live-Streaming Services. International Journal of Human-Computer Interaction, 41(21), 13837–13861. https://doi.org/10.1080/10447318.2025.2477737
  10. Max Yu, S. C., & Pappu, R. (2016). Multiple celebrity endorsement. Making a Difference Through Marketing: A Quest for Diverse Perspectives, 157–166. https://doi.org/10.1007/978-981-10-0464-3_12
  11. Muda, M., Musa, R., Mohamed, R. N., & Hamzah, H. (2011). The influence of perceived celebrity endorser credibility on urban women's responses to skincare product advertisement. 2011 IEEE Colloquium on Humanities, Science and Engineering, CHUSER 2011, 620–625. https://doi.org/10.1109/CHUSER.2011.6163807
  12. Oliveira, Z., Teixeira, S., Teixeira, S., & Pratas, J. M. (2024). The use of social media: Influence of content marketing for Brazilian health industry SMEs. Connecting With Consumers Through Effective Personalization and Programmatic Advertising, 243–267. https://doi.org/10.4018/978-1-6684-9146-1.ch013
  13. Orth, U. R., Wolf, M. M., & Gal, S. (2015). The Role of Store-Experiences and Personalities in Creating Consumer Emotional Attachments to Brands. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 7. https://doi.org/10.1007/978-3-319-11806-2_7
  14. Ôzsaçmaci, B., & Dursun, T. (2019). A relationship marketing strategy in brand communication: Influencer marketing strategy. Impacts of Online Advertising on Business Performance, 52–80. https://doi.org/10.4018/978-1-7998-1618-8.ch003
  15. Pathak, S., Kaakandikar, R., & Nim, D. (2024). Data-driven insights: The impact of engagement metrics and sentiment analysis on brand evangelism and affinity. Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity, 151–183. https://doi.org/10.4018/979-8-3693-7773-4.ch007
  16. Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004
  17. Sampath, B., Selvakumar, J. J., & Suganya, G. (2025). Celebrity Endorsements in Fashion Purchases. Applied Research for Growth, Innovation and Sustainable Impact, 150–154. https://doi.org/10.1201/9781003684657-26
  18. Shah, M. H., Chen, X., & Chauhan, A. K. (2011). Does consumer believe on advertisers? the evaluation of advertising skepticism in India and China. Asian Social Science, 7(3), 26–36. https://doi.org/10.5539/ass.v7n3p26
  19. Sharma, B., & Taneja, N. (2025). Influencer Marketing and Customer Engagement through Social Media: A Promising Avenue in a New Normal. Contemporary Issues in Social Media Marketing, 308–325. https://doi.org/10.4324/9781003412656-18
  20. Sharma, M., & Singh, V. K. (2022). Using influencers as sales professionals: A strategy for SMEs & start-ups. Managing Human Resources In Smes And Start-Ups: International Challenges and Solutions, 283–299. https://doi.org/10.1142/9789811239212_0013

Similar Articles

You may also start an advanced similarity search for this article.