Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 12 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

FACTORS INFLUENCING PURCHASE INTENTION TOWARD SAFF & CO PERFUMES AMONG GENERATION Z CONSUMERS IN MANADO

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  • Daniela Lingkan Mesalina Ticoalu,
  • Willem Johan Fredrik Alfa Tumbuan,
  • Emilia Margareth Gunawan
Daniela Lingkan Mesalina Ticoalu
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
Willem Johan Fredrik Alfa Tumbuan
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
Emilia Margareth Gunawan
Department of Management, Faculty of Economics and Business, Sam Ratulangi University
DOI: https://doi.cibangsa.org/DOI-2026-746

Published 2026-11-03

Keywords

  • Parasocial Interaction,
  • Influencer Credibility,
  • Online Reviews,
  • Perceived Risk,
  • Purchase Intention

How to Cite

FACTORS INFLUENCING PURCHASE INTENTION TOWARD SAFF & CO PERFUMES AMONG GENERATION Z CONSUMERS IN MANADO. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(12). https://doi.cibangsa.org/DOI-2026-746

Abstract

The growth of social commerce has positioned TikTok as an important channel for product discovery and consumer evaluation. This study examines the effects of parasocial interaction, influencers' credibility, online reviews, and perceived risk on purchase intention toward Saff & Co perfumes among Generation Z consumers in Manado. A quantitative approach was employed using a structured questionnaire and purposive sampling. The final sample consisted of 99 Generation Z TikTok users in Manado who had been exposed to Saff & Co-related content and had never purchased the brand's perfume. Data were analyzed using SPSS, including multiple linear regression, t-tests, an F-test, and the coefficient of determination. The results show that parasocial interaction (B = 0.504; p < 0.001), influencers' credibility (B = 0.198; p = 0.033), and online reviews (B = 0.236; p = 0.018) have positive and significant partial effects on purchase intention. Perceived risk has a positive but statistically insignificant coefficient (B = 0.059; p = 0.380). Simultaneously, the four independent variables significantly explain purchase intention (F = 34.472; p < 0.001), with R² = 0.595. The findings highlight the relevance of emotional connection with influencers, influencer credibility, and consumer-generated information in shaping purchase intention toward fragrance products in a TikTok context.
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