Pengaruh Penempatan Produk pada Virtual Influencer Terhadap Brand Recall dan Salience di Jawa Barat dan Yogyakarta

Putri, Angely Olivia (2024) Pengaruh Penempatan Produk pada Virtual Influencer Terhadap Brand Recall dan Salience di Jawa Barat dan Yogyakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

The high number of social media users has encouraged brands to adopt innovative marketing strategies, such as product placement through virtual influencers. In Indonesia, this trend is growing rapidly, however, studies on its effectiveness, particularly for global
brands in developing countries, remain scarce. This study examines the comparative effects of product placement on virtual influencer Instagram content towards brand recall and brand salience for Gucci and Nike in West Java and D.I Yogyakarta. A quantitative method with a pre-test and post-test experimental design was employed. Data were collected from 631 university students in both regions through a field experiment. An Instagram account of a virtual influencer named Allysa Gladys was used as the treatment, featuring content that displayed products from both brands. Data analysis was conducted using paired sample ttests. The results indicate that product placement significantly enhances brand recall and brand salience, with the highest effectivity observed in D.I Yogyakarta. This research contributes to the digital marketing literature, particularly in developing countries, and
offers practical insights for marketers in utilizing virtual influencers to boost brand awareness

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Cokki S.E, MM.
Uncontrolled Keywords:	Keywords: Brand Recall, Brand Salience, Product Placement, Virtual Influencer, Instagram
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	22 May 2026 07:58
Last Modified:	22 May 2026 07:58
URI:	https://repository.untar.ac.id/id/eprint/49486

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