Peran Parasocial Relationship Dalam Memediasi Hubungan Antara Influencer Endorsements Terhadap Customer Equity

Sarita, Rahma and , Kussudyarsana, S.E., M.Si, Ph.D (2023) Peran Parasocial Relationship Dalam Memediasi Hubungan Antara Influencer Endorsements Terhadap Customer Equity. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the role of parasocial relationships in mediating the relationship between influencer endorsement and customer equity. The population and sample of this study are social media users, people who have purchased products. In this study there were 100 respondents. The type of data used in this study is primary data. Methods of collecting data using a questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results show that influencer endorsement has a positive and significant effect on customer equity. The support of the influencer has a positive and significant effect on parasocial relationships. Customer equity has a positive and significant effect on parasocial relationships. Influencer endorsements have a significant effect on customer equity mediated by parasocial relationships.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	influencer endorsements, customer equity, parasocial relationship
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RAHMA SARITA
Date Deposited:	04 Jan 2023 04:52
Last Modified:	04 Jan 2023 04:52
URI:	http://eprints.ums.ac.id/id/eprint/106976

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