PENGARUH INFLUENCER VIRTUAL, KETERLIBATAN PELANGGAN, INTERAKSI PARASOSIAL, DAN KREDIBILITAS INFLUENCER PADA KEPUTUSAN PEMBELIAN GENERASI Z
DOI:
Keywords:
influencer virtual, keterlibatan pelanggan, keputusan pembelian, generasi Z
Abstract
Influencer virtual semakin popular dalam pemasaran digital, terutama di kalangan Generasi Z yang aktif di media sosial. Avatar digital ini memberikan fleksibilitas dalam menyampaikan identitas merek dan meningkatkan efektifitas kampanye. Penelitian ini menganalisis dampak influencer virtual, keterlibatan pelanggan, interaksi parasosial, dan kredibilitas influencer pada keputusan pembelian Generasi Z. Dengan pendekatan kuantitatif eksplanatori, data dikumpulkan melalui survei cross-sectional. Hasilnya menunjukkan bahwa influencer virtual berdampak negative pada keputusan pembelian, sementara keterlibatan pelanggan, interaksi parasosial, dan kredibilitas influencer memiliki pengaruh positif signifikan. Temuan ini menekankan pentingnya optimasi faktor-faktor tersebut dalam strategi pemasaran untuk menarik Generasi Z. Penelitian lebih lanjut diperlukan untuk menguji generasi lain dan faktor seperti kepercayaan merek serta ulasan pelanggan.
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References
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Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , and Attractiveness Construction and Validation of a Scale to Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , and Attracti. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pektas, S. Y., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79–88. https://doi.org/10.26650/jot.2020.6.1.0011
Poeschl, S., & Doering, N. (2013). The german VR simulation realism scale - psychometric construction for virtual reality applications with virtual humans. Annual Review of CyberTherapy and Telemedicine, 11, 33–37.
Qaulan Sadida dan Suryanto. (2022). Interaksi Parasosial pada Remaja : Sebuah Tinjauan Literatur Sistematis. Berajah Journal, 679–688.
Ramandhika, D. (2021). Pengaruh Kualitas Informasi, Keterlibatan, Dan Ekuitas Pelanggan Terhadap Ketertarikan Konsumen Untuk Melakukan Pembelian Kembali Melalui Aplikasi Belanja Seluler.
Randall Shannon, A., Astrid Kainzbauer, A., Chairperson, A., Vichita Ractham, A., & Kunte, M. (2022). an Exploratory Study of Virtual Influencers in Thailand Sangduean Mingkwan a Thematic Paper Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Management College of Management Mahidol University 2022 Copyright of Mahidol Univ.
Rodrigo-Martín, L., Rodrigo-Martín, I., & Muñoz-Sastre, D. (2021). Virtual influencers as an advertising tool in the promotion of brands and products. Study of the commercial activity of lil miquela. Revista Latina de Comunicacion Social, 2021(79), 69–90. https://doi.org/10.4185/RLCS-2021-1521
Sekaran, U., & Bougie, R. (2020). A Skill-Building Approach. Jurnal Ilmu Pendidikan, 7(2), 809–820.
Sheng, J. (2019). Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour. Journal of Interactive Marketing, 46, 40–51. https://doi.org/10.1016/j.intmar.2018.11.004
Sheng, X., Zeng, Z., & Zhang, W. (n.d.). Vlogger ’ s persuasive strategy and consumers ’ purchase intention : The dual mediating role of para-social interactions and perceived value.
Slamet, S. (2023). Faktor-Faktor yang Memengaruhi Keputusan Pembelian Produk Makanan Halal di Kota Semarang. UPY Business and Management Journal (UMBJ), 2(1), 01–17. https://doi.org/10.31316/ubmj.v2i1.3126
Wulandari, K., Sugandi, & Hairunnisa. (2023). Parasocial Interactions And Loyalty Levels Of Teenagers Ending Korean Pop (K-Pop) Fans In Samarinda Interaksi Parasosial Dan Tingkat Loyalitas Konsumen Remaja Akhir Penggemar Korean Pop (K-Pop) Di Samarinda. Management Studies and Entrepreneurship Journal, 4(2), 2160–2172. http://journal.yrpipku.com/index.php/msej
Yap, Y. R., & Ismail, N. (2022). Factors of virtual influencer marketing influencing Generation Y consumers’ purchase intention in Malaysia Yoong Ruey Yap* and Nurlida Ismail. Int. J. Internet Marketing and Advertising, 17, 437–458.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68(November 2021), 103015. https://doi.org/10.1016/j.jretconser.2022.103015
Zibrek, K., Martin, S., Mcdonnell, R., & Dublin, T. C. (2019). Is Photorealism Important for Perception of Expressive Virtual Humans in Virtual Reality ? 16(3).
Astarini, D., & Sumardi, A. (2021). Drivers Dan Outcomes Dari Credibility Dan Parasocial Interaction Terhadap Purchase Intention. Media Riset Bisnis & Manajemen, 21(2), 131–148. https://www.trijurnal.lemlit.trisakti.ac.id/index.php/mrbm/article/view/9904
Cresentia, A., & Nainggolan, R. (2022). Pengaruh Kredibilitas Dan Trustworthiness Beauty Influencer Di Instagram Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Performa, 6(6), 526–535. https://doi.org/10.37715/jp.v6i6.2156
Dausat, M. R. J., & Muthohar, M. (2023). Pengaruh Dimensi Kredibilitas Influencer: Attractiveness, Trustworthiness Dan Expertise Terhadap Niat Membeli Pada Produk “Safi-Skincare.” SANTRI: Jurnal Ekonomi Dan Keuangan Islam, 1(6), 101–121. https://journal.areai.or.id/index.php/SANTRI/article/view/205
Devi, S., & Mahapatra, S. N. (2021). Role of Social Media Influencer’s Credibility in Consumer’s Purchase Decisions. Journal of Contemporary Issues in Business and Government, 27(2), 6889–6896. https://doi.org/10.47750/cibg.2021.27.02.659
Ferraro, C., Sands, S., Zubcevic-Basic, N., & Campbell, C. (2024). Diversity in the digital age: how consumers respond to diverse virtual influencers. International Journal of Advertising, 0(0), 1–23. https://doi.org/10.1080/02650487.2023.2300927
Fitrianti, Y. E., Pinandito, A., Sartika, I., & Maghfiroh, E. (2022). Analisis Pengaruh Atribut Influencer pada Platform Tiktok Terhadap Keputusan Pembelian. 6(12), 5915–5920.
Freud, S. (1919). An infantile neurosis and other works. Standard Edition of the Complete Psychological Works of Sigmund Freud, XVII(1919), 217–256.
Hiort, A. (2022). How Many Virtual Influencers Are There? Virtual Humans. https://www.virtualhumans.org/article/how-many-virtual-influencers-are-there
Huang, Q. Q., Qu, H. J., & Li, P. (2022). The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148964
Kádeková, Z., & Holienčinová, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90–104.
Karouw, D. E. Z., & Worang, F. G. (2019). Millennial Trust Through Endorser Credibility on Local Influencer Endorsement on Instagram Kepercayaan Generasi Milenial Melalui Kredibilitas Endorser Terhadap Endorsement Influencer Local Di Instagram. Pandowo… 3818 Jurnal EMBA, 7(3), 3818–3827.
Kugler, L. (2023). Virtual Influencers in the Real World. Communications of the ACM, 66(3), 23–25. https://doi.org/10.1145/3579635
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10(November), 1–17. https://doi.org/10.3389/fpsyg.2019.02567
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 1–36. https://doi.org/10.1016/j.chb.2019.04.004
Mori, M., MacDorman, K. F., & Kageki, N. (2012). The uncanny valley. IEEE Robotics and Automation Magazine, 19(2), 98–100. https://doi.org/10.1109/MRA.2012.2192811
Nadhifa, S. Z. (2022). Bagaimana Psikologi Memandang Hubungan Penggemar dengan Idola K-pop? Kumparan.Com. https://kumparan.com/siti-zahra-nadhifa/bagaimana-psikologi-memandang-hubungan-penggemar-dengan-idola-k-pop-1yA7XC67Stp
Ningrum, E. S. W., Putri, C. H., Sa’adah, F. S., Faizah, P., & Pratiwi, R. (2022). Aktivitas Interaksi Para Social Meningkatkan Performa Influencer Dalam Mempengaruhi Minat Pembelian Produk Fashion Muslimah (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Wahid Hasyim Semarang). Prosiding Seminar Nasional Akuntansi Dan Manajemen (SENAMA), 77–91. https://doi.org/10.52353/senama.v0i0.277
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , and Attractiveness Construction and Validation of a Scale to Measure Celebrity Endorsers ’ Perceived Expertise , Trustworthiness , and Attracti. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pektas, S. Y., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79–88. https://doi.org/10.26650/jot.2020.6.1.0011
Poeschl, S., & Doering, N. (2013). The german VR simulation realism scale - psychometric construction for virtual reality applications with virtual humans. Annual Review of CyberTherapy and Telemedicine, 11, 33–37.
Qaulan Sadida dan Suryanto. (2022). Interaksi Parasosial pada Remaja : Sebuah Tinjauan Literatur Sistematis. Berajah Journal, 679–688.
Ramandhika, D. (2021). Pengaruh Kualitas Informasi, Keterlibatan, Dan Ekuitas Pelanggan Terhadap Ketertarikan Konsumen Untuk Melakukan Pembelian Kembali Melalui Aplikasi Belanja Seluler.
Randall Shannon, A., Astrid Kainzbauer, A., Chairperson, A., Vichita Ractham, A., & Kunte, M. (2022). an Exploratory Study of Virtual Influencers in Thailand Sangduean Mingkwan a Thematic Paper Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Management College of Management Mahidol University 2022 Copyright of Mahidol Univ.
Rodrigo-Martín, L., Rodrigo-Martín, I., & Muñoz-Sastre, D. (2021). Virtual influencers as an advertising tool in the promotion of brands and products. Study of the commercial activity of lil miquela. Revista Latina de Comunicacion Social, 2021(79), 69–90. https://doi.org/10.4185/RLCS-2021-1521
Sekaran, U., & Bougie, R. (2020). A Skill-Building Approach. Jurnal Ilmu Pendidikan, 7(2), 809–820.
Sheng, J. (2019). Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour. Journal of Interactive Marketing, 46, 40–51. https://doi.org/10.1016/j.intmar.2018.11.004
Sheng, X., Zeng, Z., & Zhang, W. (n.d.). Vlogger ’ s persuasive strategy and consumers ’ purchase intention : The dual mediating role of para-social interactions and perceived value.
Slamet, S. (2023). Faktor-Faktor yang Memengaruhi Keputusan Pembelian Produk Makanan Halal di Kota Semarang. UPY Business and Management Journal (UMBJ), 2(1), 01–17. https://doi.org/10.31316/ubmj.v2i1.3126
Wulandari, K., Sugandi, & Hairunnisa. (2023). Parasocial Interactions And Loyalty Levels Of Teenagers Ending Korean Pop (K-Pop) Fans In Samarinda Interaksi Parasosial Dan Tingkat Loyalitas Konsumen Remaja Akhir Penggemar Korean Pop (K-Pop) Di Samarinda. Management Studies and Entrepreneurship Journal, 4(2), 2160–2172. http://journal.yrpipku.com/index.php/msej
Yap, Y. R., & Ismail, N. (2022). Factors of virtual influencer marketing influencing Generation Y consumers’ purchase intention in Malaysia Yoong Ruey Yap* and Nurlida Ismail. Int. J. Internet Marketing and Advertising, 17, 437–458.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68(November 2021), 103015. https://doi.org/10.1016/j.jretconser.2022.103015
Zibrek, K., Martin, S., Mcdonnell, R., & Dublin, T. C. (2019). Is Photorealism Important for Perception of Expressive Virtual Humans in Virtual Reality ? 16(3).
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2025-01-10
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