Title: The Influence of Beauty Vlogger Source Credibility and Parasocial Relationship on Customer Equity of Youtube Viewers
Author: Nadiya Fikriyatuz Zakiyah
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The increasing development of social media can help marketers market their products. The use of social media now really helps consumers to make it easier and faster to access the search for reviews and product information they want. The content of a product on social media has a significant influence on consumers' brand perception and brand choice (Gruen, Osmonbekov & Czaplewski, 2006) and makes it easier for companies to acquire new consumers (Trusov, Bucklin & Pauwels, 2009) and even has the potential to influence behavior. purchasing luxury products (Blackshaw, 2006). This research aims to determine the influence of source credibility, namely attractiveness, expertise and trustworthiness of beauty vloggers on parasocial relationships, as well as the influence of parasocial relationships on customer equity consisting of value equity, brand equity and relationship equity of YouTube viewers. This research uses a quantitative approach, with data collection methods using questionnaires. The sampling technique used was purposive sampling, with a total sample of 180 respondents. The data analysis technique used is Partial Least Square (PLS) which is processed using SmartPLS 3.0 software. In this research, it was found that the influence of attractiveness and trustworthiness on parasocial relationships was positive and significant. Furthermore, the influence of expertise on parasocial relationships is positive and not significant. Likewise, the influence of parasocial relationships on value equity, brand equity and relationship equity is positive and significant.
Keywords: Source Credibility, Parasocial Relationship, Customer Equity
