Virtual Influencer Attractiveness dan Niat Beli : Peran Mediasi Daya Tarik Produk
Abstract
Abstrak - Meningkatnya penggunaan virtual influencer dalam strategi pemasaran digital mendorong perlunya kajian mengenai pengaruh daya tarik fisik virtual influencer terhadap niat beli konsumen. Penelitian ini bertujuan mengkaji pengaruh langsung maupun tidak langsung dari daya tarik fisik virtual influencer terhadap niat beli konsumen, dengan mempertimbangkan daya tarik ptoduk sebagai mediator. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross – sectional. Sampel sebanyak 218 responden merupakan pengguna media sosial di Indonesia yang pernah melihat konten virtual influencer dan mengetahui produk yang dipromosikan nya. Teknik analisis data menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Uji yang dilakukan meliputi validitas konvergen dan diskriminan,reliabilitas, R2, path coefficients, serta uji mediasi. Hasil penelitian menunjukan semua hipotesis diterima: daya tarik fisik berpengaruh positif signifikan terhadap daya tarik produk dan niat beli, serta daya tarik produk memediasi secara parsial hubungan tersebut. Secara teoritis, penelitian ini memperluas literatur pemasaran digital terkait virtual influencer. Secara praktis, hasil ini dapat digunakan oleh pelaku bisnis untuk merancang strategi promosi hybrid yang efektif dengan melakukan kolaborasi antara virtual influencer dengan influencer manusia.
Kata Kunci: Daya Tarik Fisik, Daya Tarik Produk, Niat beli
Abstract - The growing use of virtual influencers in digital marketing strategies highlights the need to examine the influence of virtual influencers’ physical attractiveness on consumer purchase intention. This study aims to examine the direct and indirect effects of a virtual influencer’s physical attractiveness on consumer’s purchase intention, considering product attractiveness as a mediator. This research adopts a quantitative approach with a cross-sectional design. The sample consists of 218 respondents who are social media users in Indonesia, have seen virtual influencer content and are familiar with the promoted products. Data analysis was conducted using Partial Least Square – Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4. Tests include convergent and discriminant validity, reliability, R², path coefficients, and mediation analysis. The results of data analysis show that all hypotheses are accepted: physical attractiveness has a positive and significant effect on product attractiveness and purchase intention, and product attractiveness partially mediates the relationship. Theoretically, this study contributes to the digital marketing literature related to virtual influencers. Practically, this result can be used by business owner to design an effective hybrid promotion strategy by collaborating between virtual influencers and human influencers.
Keywords: Physical Attractiveness, Product Attractiveness, Purchase Intention
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DOI: https://doi.org/10.31294/jp.v23i2.26130
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