Pengaruh Penempatan Produk Melalui Virtual Influencer terhadap Sikap kepada Influencer, Sikap kepada Penempatan Produk, dan Sikap kepada Merek Gucci di Jakarta dan Yogyakarta

Tiffany, Fransisca (2024) Pengaruh Penempatan Produk Melalui Virtual Influencer terhadap Sikap kepada Influencer, Sikap kepada Penempatan Produk, dan Sikap kepada Merek Gucci di Jakarta dan Yogyakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

The advancement of digital media has given rise to new marketing strategies, one of which is product placement through virtual influencers. This approach is considered effective in building emotional closeness with audiences and enhancing brand communication effectiveness. However, studies on the effectiveness of this strategy, particularly in interregional comparisons, remain limited. This study aims to analyze the influence of product placement on consumer attitudes toward the influencer, the product placement strategy, and the Gucci brand, as well as compare audience perceptions in Jakarta and Yogyakarta. The research employed a post-test experimental design without a control group, involving 554 randomly selected university students from Jakarta and Yogyakarta. The treatment consisted of exposure to an Instagram post by virtual influencer “Allysa Gladys”
(@allysagladys) featuring Gucci products in a natural, everyday context. Data were analyzed using the Partial Least Squares Multigroup Analysis (PLS-MGA) technique with the SmartPLS 4 software to identify regional perception differences

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Cokki, S.E., M.M.
Uncontrolled Keywords:	Keywords: Product placement; Virtual influencer; Attitude toward the influencer; Attitude toward product placement; Attitude toward the brand
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	22 May 2026 08:28
Last Modified:	22 May 2026 08:28
URI:	https://repository.untar.ac.id/id/eprint/49491

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