Dampak sikap audiens terhadap influencer virtual, penempatan produk dan merek Nike terhadap niat beli di sosial media

Natalya, Yenny (2024) Dampak sikap audiens terhadap influencer virtual, penempatan produk dan merek Nike terhadap niat beli di sosial media. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine the effect of attitudes toward virtual influencers on attitudes toward product placement, brand attitudes, and purchase intention, using the case of Allysa Gladys followers and the Nike brand. A quantitative method was employed by distributing questionnaires to 148 respondents. The data were analyzed using PLS-SEM. The results show that attitudes toward virtual influencers significantly affect attitudes toward product placement and brand attitudes but do not directly influence purchase intention. Moreover, attitudes toward product placement and brand attitudes significantly influence purchase
intention. These findings suggest that virtual influencers like Allysa Gladys can shape positive brand perceptions through effective product placement strategies and strong brand image building

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Cokki S.E, M.M
Uncontrolled Keywords:	Keywords : Virtual Influencer, Product Placement, Attitude Towards the Brand, Purchase Intention, Digital Marketing
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	22 May 2026 08:17
Last Modified:	22 May 2026 08:17
URI:	https://repository.untar.ac.id/id/eprint/49489

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