Pengaruh Human Influencer dan Virtual Influencer pada Sikap terhadap Influencer, Penempatan Produk, dan Merek

Hazain, Saraswati (2023) Pengaruh Human Influencer dan Virtual Influencer pada Sikap terhadap Influencer, Penempatan Produk, dan Merek. Masters thesis, Universitas Tarumanagara.

	Text Cover_Saraswati_117222074.pdf Download (101kB)
	Text Pengesahan_Saraswati_117222074.pdf Download (789kB)
	Text Daftar Isi_Saraswati_117222074.pdf Download (415kB)
	Text Daftar Pustaka_Saraswati__117222074.pdf Download (392kB)

Abstract

This research was conducted to analyze whether there are influences and differences in attitudes between human influencers and virtual influencers on attitudes towards product and brand placement in Indonesia, especially those who live in Jabodetabek.
This research used 287 samples consisting of 136 human influencer respondents and 151 virtual influencer respondents who were selected using convenience sampling techniques and then analyzed using PLS-SEM Multi Group Analysis. This type of
research is explanatory research. The data collection technique used was purposive sampling by distributing a Google form. The results of this research show that there are differences in the results of comparing human influencers and virtual influencers, where the attitudes of human influencers have more influence on attitudes towards product placement than virtual influencers, and there are results that attitudes towards human influencers have an influence on brand attitudes.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Cokki S.E., M.M.
Uncontrolled Keywords:	Keywords: Human Influencer, Virtual Influencer, Attitude towards Influencers, Attitude towards Product Placement, Attitude towards Brand
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	10 Jun 2026 04:50
Last Modified:	10 Jun 2026 04:50
URI:	https://repository.untar.ac.id/id/eprint/49842

Actions (login required)

View Item