This research aims to analyze the effect of source credibility, trust, and
parasocial interaction on purchase intention. This study employs quantitative
research with a purposive sampling data collection method. Data collection was
conducted online using Google Forms. A total of 173 respondents participated in
the survey who met the criteria of (1) being followers of Abel Cantika on Instagram
and (2) having purchased products recommended by Abel Cantika. The research
data was processed using SmartPLS 3 software, employing the Structural Equation
Model (SEM). Source credibility has a positive and significant effect on trust, but
not on purchase intention. Source credibility has an indirect effect on purchase
intention through trust as a mediator. Parasocial interaction is confirmed to have a
positive and significant effect on purchase intention.