Asty Almaida, Wahda, Isnawati Osman
This study examines the effectiveness of Parasocial Relationship (PSR) in the relation between Generation Z with social media influencers and its impacts on customer equity and purchase intention. An online survey was conducted on 200 Gen Z in Makassar city and the data obtained were analyzed using a Structural Equation Model with PLS software. The results show that PSR, Social Media Influencers, and Gen Z positively impact customer equity and purchase intention. Specifically, customer equity influences purchase intention more significantly than PSR. Furthermore, it has a positive and significant role as mediating variable in the relationship between PSR and purchase intention. Due to the importance of the purchasing decision process on organizational performance and the need for policies in determining the right marketing strategy, this study has implications for theoretical and practical development.