Pengaruh virtual influencer terhadap sikap konsumen: Studi eksperimen
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Abstract
This study aims to analyze the influence of attitudes toward virtual influencers on attitudes toward product placement and brand. This research employs a post-test experimental design without a control group with 151 participants. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The treatment used was Instagram content from a virtual influencer named Lucy. The results of the study show that attitudes toward virtual influencers have a positive influence on attitudes toward brands and attitudes toward product placement. However, attitudes toward product placement do not have a positive influence on attitudes toward brands.
Penelitian ini bertujuan untuk menganalisis pengaruh sikap kepada virtual influencer terhadap sikap kepada penempatan produk dan merek. Penelitian ini menggunakan desain eksperimen pasca-tes tanpa kelompok kontrol dengan partisipan sebanyak 151 orang. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Perlakuan yang digunakan adalah konten Instagram dari virtual influencer bernama Lucy. Hasil penelitian menunjukkan bahwa sikap kepada virtual influencer memiliki pengaruh positif terhadap sikap terhadap merek dan sikap terhadap penempatan produk. Namun, sikap terhadap penempatan produk tidak memiliki pengaruh positif terhadap sikap terhadap merek.
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