Pengaruh influencer virtual terhadap sikap audiens dalam membentuk niat beli Nike di Jawa Timur
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Abstract
This study aims to explore the influence of attitudes toward virtual influencers on attitudes toward product placement, brand attitudes, and purchase intention, focusing on followers of Allysa Gladys as a virtual influencer promoting the Nike brand. A quantitative approach was employed by collecting data through questionnaires from 148 respondents. Data analysis was conducted using the PLS-SEM method. The results indicate that attitudes toward the virtual influencer significantly affect attitudes toward product placement and the brand but do not have a direct influence on purchase intention. On the other hand, attitudes toward product placement and the brand were found to have a significant impact on purchase intention. These findings suggest that the presence of virtual influencers such as Allysa Gladys can create positive perceptions of the brand through effective product placement strategies and a strong brand image. This study provides empirical insights into the effectiveness of virtual influencers in shaping consumer attitudes and serves as a reference for marketing practitioners in designing more relevant brand communication strategies in the digital era.
Penelitian ini bertujuan untuk mengeksplorasi pengaruh sikap terhadap influencer virtual terhadap sikap terhadap penempatan produk, sikap terhadap merek, dan niat beli, dengan fokus pada pengikut Allysa Gladys sebagai virtual influencer yang mempromosikan merek Nike. Pendekatan kuantitatif digunakan dengan mengumpulkan data melalui kuesioner dari 148 responden. Analisis data dilakukan menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa sikap terhadap influencer virtual secara signifikan memengaruhi sikap terhadap penempatan produk dan merek, namun tidak memiliki pengaruh langsung terhadap niat beli. Di sisi lain, sikap terhadap penempatan produk dan merek terbukti memiliki pengaruh signifikan terhadap niat beli. Temuan ini menunjukkan bahwa kehadiran virtual influencer seperti Allysa Gladys dapat menciptakan persepsi positif terhadap brand melalui strategi penempatan produk yang efektif dan citra merek yang kuat. Penelitian ini memberikan wawasan empiris mengenai efektivitas virtual influencer dalam memengaruhi sikap konsumen, serta menjadi acuan bagi praktisi pemasaran dalam merancang strategi komunikasi merek yang lebih relevan di era digital.
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