Parasocial Interaction with YouTubers: Does Sensory Appeal in the YouTubers' Video Influences Purchase Intention?

Sensory cues are an essential stimulus that can create a perception of consumers' complex information environment. This research was conducted to investigate the sensory appeal, parasocial interaction, trust, stickiness, and purchase intention in the context of social media to contribute to digital sensory research development. As an assumption, there is a sensory appeal on YouTube regarding certain products captured by consumers through video media figures, namely YouTubers in their activities such as product reviews, product tutorials, and others that affect consumer purchase intention. This study uses structural equation modeling to analyze the measurement models and structural models used in the research-a total of 635 respondents obtained through online surveys in Indonesia. The results show that all hypotheses are significant unless the affective trust is insignificantly affected the purchase intention. For this reason, some suggestions regarding increasing consumers' trust-based cognition through YouTubers' videos are of particular importance for stickiness and purchase intention.