Main Content
Lembaga Kita Journal Portal
Open Access Articles

Pengaruh Parasocial Relationship dan Electronic Word of Mouth (E-WOM) di Instagram terhadap Purchase Intention Produk Adidas Samba (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Pancasila)

  • Melani Eka Wardany1*
  • Harimurti Wulandjani2
1,2 Pancasila University image/svg+xml
* Corresponding Author: Melani Eka Wardany
Cover Jurnal EMT KITA Vol 10 No 3 Juli 2026
DOI
https://doi.org/10.35870/emt.v10i3.6348
Published
Pages 1512-1517
Issue Vol. 10 No. 3 (2026): JULY 2026
Download PDF

Abstract

This study aims to analyze the influence of parasocial relationships and electronic word of mouth (E-WOM) on Instagram on the purchase intention of Adidas Samba products among students of the Faculty of Economics and Business, Pancasila University. The sampling method used was non-probability sampling with a purposive sampling technique, with a sample size of 100 respondents. The data collection instrument used a questionnaire distributed through Google Form. This study uses a quantitative approach with SPSS version 29 analysis techniques and uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, as well as t-tests and F-tests. The results show that parasocial relationships and E-WOM partially and simultaneously have a positive and significant effect on the purchase intention of Adidas Samba products. This finding indicates that the stronger the emotional closeness with influencers and the more positive reviews consumers receive on Instagram, the higher the students' purchase interest in Adidas Samba products.

Keywords

Parasocial Relationship Electronic Word of Mouth (E-WOM) Instagram Purchase Intention Adidas Samba

How to Cite

Citation Format
Wardany, M. E., & Wulandjani, H. (2026). Pengaruh Parasocial Relationship dan Electronic Word of Mouth (E-WOM) di Instagram terhadap Purchase Intention Produk Adidas Samba (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Pancasila). Jurnal EMT KITA, 10(3), 1512-1517. https://doi.org/10.35870/emt.v10i3.6348

References

13 References
  • Arsetya, F. T., & Hadi, M. (2025). Pengaruh Celebrity Endorse dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Sosial Media Instagram: Survey pada Followers@ tasyafarasya. EBISMAN eBisnis Manajemen, 3(4), 42-58. https://doi.org/10.59603/ebisman.v3i4.1190.
  • Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008.
  • Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049.
  • Ilham, O. B., Wahono, B., & Bastomi, M. (2023). Pengaruh social media marketing, electronic word of mouth, dan trend fashion terhadap minat beli produk sepatu Converse (Studi kasus pada mahasiswa Universitas Islam Malang). Jurnal Riset Manajemen.
  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
  • Safitri, N. K. E. (2025). Pengaruh Social Media Marketing melalui Instagram dan Electronic Word of Mouth (E-WOM) terhadap Purchase Intention Konsumen pada Usaha Puri Beauty Bali (Doctoral dissertation, Politeknik Negeri Bali).
  • Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
  • Shandy, J. H., Ahmadi, A., Listiana, E., & Fitriana, A. (2025). Pengaruh Electronic Word of Mouth dan Product Quality Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Mediasi (Studi produk Ortuseight di Kalimantan Barat). Socius: Jurnal Penelitian Ilmu-Ilmu Sosial, 2(11). https://doi.org/10.5281/zenodo.15598184.
  • Sofyan, H. (2025). PENINGKATAN PURCHASE INTENTION PADA PRODUK CHORAL BERBASIS SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND TRUST DENGAN E-WOM SEBAGAI VARIABEL MODERASI (Doctoral dissertation, Universitas Islam Sultan Agung).
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011.
  • Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
  • We Are Social. (2024). Digital 2024: Indonesia.
  • Winantu, P. (2025). PENGARUH BRAND AMBASADOR DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN LIFE STYLE SEBAGAI VARIABEL MODERASI (Studi Kasus Pengguna Marketplace Kick Avenue di Kota Semarang) (Doctoral dissertation, Universitas Islam Sultan Agung Semarang).

Author Biographies

Melani Eka Wardany, Pancasila University

Universitas Pancasila, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

Harimurti Wulandjani, Pancasila University

Universitas Pancasila, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

License

Copyright (c) 2026 Melani Eka Wardany, Harimurti Wulandjani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

Downloads

OJS UsageStats Plugin
Download data is not yet available.

Similar Articles

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

Contrimetric

Recommended Articles