From Digital Content to Digital Checkout: Analysis of Parasocial Interaction and Influencer Credibility as Drivers of Impulsive Purchasing in the Fast Fashion Industry

Objective – This study aims to analyze the effect of parasocial interaction and influencer credibility on impulsive purchasing of fast fashion products on social media, as well as to examine the mediating role of parasocial interaction in the relationship between influencer credibility and impulsive purchasing. Design/Method/Approach – This study uses a quantitative approach with an explanatory survey method. Data was collected through an online questionnaire from 450 respondents who were active fast fashion consumers on social media (Instagram/TikTok) aged 18-35 years. Data analysis used descriptive statistics, classical assumption tests, correlation analysis, multiple linear regression analysis, and path analysis with Sobel tests to test the mediating effect. Findings – The results of the study show that: (1) Parasocial interaction has a positive and significant effect on impulsive buying (β = 0.338; p < 0.01); (2) Influencer credibility has a positive and significant effect on impulsive buying (β = 0.488; p < 0.01); (3) Parasocial interaction significantly mediates the effect of influencer credibility on impulsive buying (Sobel test = 7.16; p < 0.05) with an indirect effect of 0.207; (4) Influencer credibility has a more dominant effect than parasocial interaction with an effective contribution of 62.5%. The research model was able to explain 52.4% of the variation in impulsive buying (R² = 0.524). Originality/Value – This study integrates Source Credibility Theory and Parasocial Interaction Theory into a single integrated model that explains the psychological mechanisms behind impulsive purchases of fast fashion products on social media and provides empirical evidence from the still-limited context of Indonesia.