CENRANA, Qisti (2025) The Influence of Podcast Host Credibility on Gen Z's Purchase Intention: The Role of Gender (Case Study on PodHub Podcast). Skripsi thesis, Universitas Jenderal Soedriman.
![[img]](http://repository.unsoed.ac.id/style/images/fileicons/other.png) |
PDF (Cover)
COVER-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Download (255kB) |
|
PDF (Legalitas)
LEGALITAS-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only Download (552kB) |
|
PDF (ABSTRAK)
ABSTRAK-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Download (199kB) |
|
PDF (BABI)
BAB-1-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only until 14 November 2026. Download (260kB) |
|
PDF (BABII)
BAB-II-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only until 14 November 2026. Download (315kB) |
|
PDF (BABIII)
BAB-III-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only until 14 November 2026. Download (344kB) |
|
PDF (BABIV)
BAB-IV-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only Download (440kB) |
|
PDF (BABV)
BAB-V-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Download (243kB) |
|
PDF (DaftarPustaka)
DAFTAR PUSTAKA-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Download (279kB) |
|
PDF (Lampiran)
LAMPIRAN-Qisti Zahra Cenrana-C1M023005-Skripsi-2025.pdf Restricted to Repository staff only Download (774kB) |
Abstract
This thesis examines the interplay of podcast host credibility, parasocial relationship, and product interest, particularly as influenced by brand placement among Generation Z listeners, with gender considered a moderating factor. Using the Podhub podcast as a focal case study. Rooted in the Stimulus Organism Response (SOR) theory, the research adopts a quantitative approach through a survey method and will utilize the Hayes Model via SPSS PROCESS macro to examine data collected with an online questionnaire. The literature review draws on existing studies, exploring credibility aspects (such as expertise, attractiveness, trustworthiness, and similarity), parasocial relationship dimensions (including empathy, perceived similarity, and more), and product interest elements shaped by brand placement, while highlighting gender’s role in shaping audience perceptions. Aimed at filling research gaps, the study will offer theoretical contributions to understanding digital consumer behavior and practical guidance for brands and podcasters.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | C25498 |
| Uncontrolled Keywords: | Podcast, Purchase Intention, Host Credibility, Gender, Parasocial Relationship, SOR theory, Brand Placement |
| Subjects: | P > P668 Purchasing |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mrs Qisti Zahra Cenrana |
| Date Deposited: | 14 Nov 2025 02:18 |
| Last Modified: | 14 Nov 2025 02:18 |
| URI: | http://repository.unsoed.ac.id/id/eprint/38043 |
Actions (login required)
 |
View Item |