PENGARUH INFLUENCER CREDIBILITY, PARASOCIAL RELATIONSHIP DAN BRAND TRUST TERHADAP PURCHASE INTENTION PARFUM SCARLETT DI KABUPATEN PONOROGO

This study
aims to analyze the influence of Influencer
Credibility, Parasocial Relationship, and Brand Trust on the Purchase Intention of Scarlett Perfume in Ponorogo Regency. The research design employed was quantitative, using
a survey method for field data collection. Through purposive sampling, this study involved 150 respondents meeting specific criteria, namely individuals who had viewed
promotional content for Scarlett perfume posted by influencers. The information collected via a Likert-scale questionnaire was then statistically tested
using multiple linear regression with the aid of IBM SPSS
Statistics 27. Based on the model estimates, empirical evidence was found that, both partially and simultaneously, influencer credibility, parasocial relationships, and brand trust make a positive and significant contribution to driving consumer purchase intention. Cumulatively, these three independent variables account for 69.2% of the variance in purchase intention, while the remainder is determined by factors outside the scope of this study. These findings demonstrate that an increase in purchase intention for Scarlett Perfume is strongly influenced by influencer credibility, the psychological closeness established with the audience, and high levels ofconsumer trust in the brand