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"Perkembangan teknologi tengah mengalami kemajuan pesat di seluruh dunia termasuk Indonesia khususnya di integrasi Artificial Intelligence (AI) di berbagai sektor, salah satunya adalah penggunaan virtual influencer sebagai social media endorser. Penelitian ini menganalisis pengaruh Virtual Influencer’s Perceived Anthropomorphism terhadap Satisfaction With Experience dan Purchase Intention yang dimediasi oleh Social Presence, Cognitive Response (Credibility dan Perceived Usefulness), dan Affective Response (Perceived Enjoyment dan Flow) pada konsumen kalangan Gen Z di Indonesia. Dengan fokus penelitian pada Arbie Seo, virtual influencer yang sedang tren di Indonesia, penelitian ini menggunakan 479 sa­­mpel data responden melalui penyebaran kuesioner online kepada responden yang pernah melihat konten Arbie Seo sebagai virtual influencer di media sosial. Hasil penelitian menunjukkan bahwa Virtual Influencer’s Perceived Anthropomorphism, Social Presence, Perceived Usefulness, dan Perceived Enjoyment yang memiliki pengaruh signifikan terhadap Satisfaction With Experience. Begitu juga Satisfaction With Experience yang memiliki pengaruh signifikan terhadap Purchase Intention. Sedangkan, Credibility dan Flow tidak berpengaruh signifikan terhadap Satisfaction With Experience. Temuan dalam penelitian ini dapat digunakan perusahaan untuk mempertimbangkan aspek dan karakteristik virtual influencer sebagai endorser produk mereka di kalangan Gen Z.

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The rapid advancement of technology, particularly in Indonesia, has led to the integration of Artificial Intelligence (AI) across various sectors, such as the use of virtual influencers as social media endorsers. This study aims to analyze the impact of Virtual Influencer's Perceived Anthropomorphism towards Satisfaction With Experience and Purchase Intention, mediated by Social Presence, Cognitive Response (Credibility and Perceived Usefulness), and Affective Response (Perceived Enjoyment and Flow) among Gen Z consumers in Indonesia. Focusing on Arbie Seo, a trending virtual influencer in Indonesia, the study employs 479 respondent data samples collected through an online questionnaire to specific respondents who have watch Arbie Seo's content as a virtual influencer on social media. The findings show that Virtual Influencer's Perceived Anthropomorphism, Social Presence, Perceived Usefulness, and Perceived Enjoyment have significant effect on Satisfaction With Experience. In turn, Satisfaction With Experience also affect Purchase Intention significantly. However, Credibility and Flow do not have significant effect on Satisfaction With Experience. These findings can help companies in considering aspects and characteristics of virtual influencers as endorsers for their products among Gen Z consumers."

"Penelitian ini fokus untuk menemukan apakah atribut influencer dapat menyebabkan niat pengikut mereka untuk membeli dengan karakterisasi sebagai mediator. Penelitian ini mengembangkan model penelitian berdasarkan teori persuasi yang diciptakan untuk meneliti kepentingan relatif hubungan para-sosial (PSR). Penelitian tersebut memperhitungkan tiga karakterisasi (kepercayaan, keahlian yang dirasakan, dan PSR) serta tiga karakteristik pribadi (sikap homofili, kecantikan fisik, dan daya tarik sosial) sebagai anteseden niat beli. Pengumpulan data dilakukan melalui kuesioner kepada responden Gen Z yang tinggal di wilayah Jabodetabek serta mereka yang sudah membeli setidaknya satu barang atau jasa setelah menonton video di TikTok dari influencer kecantikan favoritnya. Ada 200 responden yang dikumpulkan, dan data dianalisis dengan alat Smart PLS. Studi ini menemukan bahwa PSR memiliki dampak positif paling signifikan terhadap niat beli relatif terhadap karakterisasi lainnya dan hubungan para-sosial secara signifikan terkait dengan tiga atribut pribadi. Survei menunjukkan bahwa strategi pemasaran influencer media sosial perlu disesuaikan berdasarkan atribut dan karakteristik pribadi.

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This research focus on finding whether influencer attributes could lead to intention of their followers to purchase with characterizations as a mediator. This research developed the research model based on the theory of persuasion, which was created to research the relative importance of para-social relationship (PSR). The research took into account three characterizations (trustworthiness, perceived expertise, and PSR) as well as three personal characteristics (attitude homophily, physical beauty, and social attractiveness) as antecedents of purchase intention. Data were collected through a questionnaire of respondents for Gen Z who live in Jabodetabek area as well as those who already buy at least one good or service after watching a video in TikTok from their favorite beauty influencer. There were 200 respondents collected, and the data was analyzed using Smart PLS tools. The study found that PSR has the most significant positive impact on purchase intention relative to other characterizations and para-social relationship was significantly related to the three personal attributes. The surveys show that social media influencer marketing strategies need to be adjusted based on personal attributes and characteristics. "

"Pesatnya pertumbuhan platform media sosial, khususnya TikTok, menjadikannya sebagai media periklanan yang menjanjikan dan mampu menjangkau khalayak yang luas. Meskipun demikian, penelitian mengenai dampak influencer TikTok terhadap kesejahteraan dan niat membeli konsumen Gen Z masih terbatas, terutama di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh influencer TikTok terhadap kesejahteraan dan niat membeli konsumen Gen Z berdasarkan beberapa variabel yaitu kualitas argumen, kredibilitas sumber, dan kebaikan. Penelitian ini mengumpulkan data melalui kuesioner survei online. Total sampel yang dikumpulkan dalam penelitian ini berjumlah 242 yang merupakan konsumen Gen Z yang berdomisili di wilayah Jabodetabek, pengguna aktif TikTok, dan pengikut dari influencer Fadil Jaidi dan Keanu Angelo. Sampel tersebut kemudian diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Method (PLS-SEM). Hasil penelitian menunjukkan bahwa kesejahteraan konsumen dipengaruhi secara signifikan oleh kualitas argumen, kredibilitas sumber, serta kebaikan dan juga berpengaruh signifikan terhadap niat membeli. Penelitian ini diharapkan dapat membantu perusahaan dan pemasar untuk memahami dampak penggunaan influencer media sosial sebagai alat pemasaran dalam meningkatkan kesejahteraan konsumen dan niat membeli mereka.

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The rapid growth of social media platforms, particularly TikTok, has made it a promising advertising medium that can reach a large audience. Although, research on the impact of TikTok influencers on Gen Z consumers' well-being and purchase intention is still limited, especially in Indonesia. This study aims to investigate the effects of TikTok influencers on Gen Z consumers' well-being and purchase intention based on several variables namely argument quality, source credibility, and kindness. This research collected data through an online survey questionnaire. There are a total of 242 samples collected in this research which were Gen Z consumers domiciled in Jabodetabek region, who are active TikTok users and followers of influencers namely Fadil Jaidi and Keanu Angelo. The samples are then processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). The results of this study have shown that consumer well-being is significantly influenced by argument quality, source credibility, as well as kindness and it also significantly influences purchase intention. This research is expected to assist companies and marketers to understand the impact of utilizing social media influencers as a marketing tool in enhancing consumer well-being and their purchase intention."

"Artikel ini mengkaji tentang hubungan antara individu yang lahir setelah tahun 2000-an dan para selebriti yang mempengaruhi mereka dengan menelusuri tagar #ootd atau yang biasa disebut outfit of the day di media sosial Instagram. Pada masa ini, influencer memainkan peran penting dalam aliran pendapatan/revenue streams untuk merek lokal karena mereka dianggap sebagai sumber yang terpercaya di era digital ini. Peran influencer telah mengambil alih industri pemasaran, hal ini disebabkan oleh para influencer yang menghasilkan lebih banyak gerakan/dampak dibandingkan dengan iklan tradisional. Konsumen saat ini lebih mengandalkan ulasan yang terkesan jujur, testimoni, dan rekomendasi word-of-mouth dari influencer sosial favorit mereka (Henderson, 2017). Melalui teori pemasaran media sosial Chaffey (2012), tulisan ini akan menyelami lebih dalam mengenai konteks pemasaran influencer di Indonesia. Tidak sedikit orang yang menerapkan bentuk pemasaran ini untuk meningkatkan kesadaran merek, menarik pelanggan dengan potensial baru serta membantu meningkatkan pertumbuhan bisnis mereka (Garnes, 2021). Studi ini menguraikan dampak besar influencer bahwa pemasaran influencer telah mengambil alih industri pemasaran untuk merek fashion dengan mempromosikannya melalui tagar #OOTD di Instagram.

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This article examines the relationship between those born after the 2000s and the celebrities who influence them by tracing the hashtag #ootd (outfit of the day) on social media Instagram. Influencers today play a significant role in ensuring revenue streams for local brands since they are considered credible sources in this digital era. Influencer marketing generates more online movements than other forms of traditional advertisement. Consumers today rely more on authentic reviews, testimonials, and word-of-mouth recommendations from their favorite social influencers (Henderson, 2017). Through Chaffey’s (2012) social media marketing theory, this paper will dive deeper into the context of influencer marketing in Indonesia. Many brands have enforced this form of marketing to increase brand awareness, attract new potential customers, and help boost their business growth (Garnes, 2021). This study elaborates on the current impact of influencers on fashion brands by promoting the #OOTD hashtag on Instagram."

"Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer attributes dan content esthetic terhadap attitude toward endorsed brand dan brand link click behavior pada brand fashion lokal dengan mediasi followers’ brand content engagement untuk pengguna Instagram berusia 17 – 35 tahun di Jabodetabek. Dalam penelitian ini, peneliti ingin menginvestigasi faktor social media influencer attributes apa yang mempengaruhi attitude toward endorsed brand dan brand link click behavior melalui followers’ brand content engagement. Penelitian ini merupakan penelitian kuantitatif dengan metode partial least square - structural equation modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa contributing dapat memediasi hubungan similarity dan followers’ attitude, trustworthiness dan content esthetic memberikan pengaruh terhadap followers’ attitude, followers’ attitude dapat memediasi hubungan antara contributing dan link click behavior, dan followers’ engagement memberikan pengaruh langsung terhadap terjadinya brand link click behavior. 

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This research aims to analyze the influence of social media influencer attributes and content aesthetics on attitude toward endorsed brands and brand link click behavior in local fashion brands, mediated by followers' brand content engagement for Instagram users aged 17–35 in Jabodetabek. In this study, the researcher intends to investigate which social media influencer attributes affect attitude toward endorsed brands and brand link click behavior through followers' brand content engagement. This research is a quantitative study using the partial least square - structural equation modeling (PLS-SEM) method. The results of this study found that contributing can mediate the relationship between similarity and followers' attitude, trustworthiness and content aesthetics influence followers' attitude, followers' attitude can mediate the relationship between contributing and link click behavior, and followers' engagement directly affects brand link click behavior."

"Pengguna media sosial tumbuh signifikan hingga mencapai 60% penduduk Indonesia. Di antara pengguna tersebut adalah Pandawara Group, influencer media sosial ramah lingkungan yang terkenal dengan aktivisme lingkungannya di platform media sosial seperti TikTok dan Instagram. Pandawara Group memperoleh popularitas dalam waktu singkat karena kontennya yang unik dan saat ini memiliki 10 juta pengikut aktif, menjadikan Pandawara Group menjadi Mega Influencer dalam waktu kurang dari setahun. Penelitian ini mengkaji peran Pandawara Group dalam mempromosikan niat pembelian ramah lingkungan melalui pendekatan The Extended Theory of Planned Behavior (TPB). Penelitian ini fokus dan menggunakan pendekatan kuantitatif dengan menggunakan survei yang disebarkan kepada pengikut Pandawara Group dengan jumlah sampel yang terkumpul sebanyak 122 responden. Kemudian data tersebut diolah melalui SEM-PLS dengan bantuan SmartPLS. Hasil penelitian ini menunjukkan bahwa perceived credibility dan perceived expertise berpengaruh positif terhadap sikap terhadap perilaku ramah lingkungan. Studi ini juga menemukan bahwa congruence yang dirasakan konsumen terhadap Pandawara Group dapat mempengaruhi parasocial relationship secara positif dan signifikan, yang pada akhirnya secara signifikan mempengaruhi niat pembelian ramah lingkungan.

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Social media users have grown significantly, reaching 60% of the Indonesian population. Among those users is Pandawara Group, a green social media influencer known for its environmental activism on social media platforms such as TikTok and Instagram. Pandawara Group gained popularity in a short period of time viiuet o its unique content and currently has 10 million active followers, making Pandawara Group a Mega Influencer in less than a year. This research examines the role of the Pandawara Group in promoting green purchase intention through the lens of the Theory of Planned Behavior (TPB). The study focuses on and employs a quantitative approach, utilizing surveys distributed to followers of the Pandawara Group with 122 samples collected. Then, the data is processed through SEM-PLS with the help of SmartPLS. The findings indicate that perceived credibility and expertise attributes positively affect attitudes toward green behavior. The study also finds that perceived congruence positively and significantly influences parasocial relationships, which in turn significantly influences green purchase intentions. "

"Penelitian ini bertujuan untuk menganalisis faktor-faktor influencer attributes (attitude homophily, physical attractiveness, social attractiveness) memiliki pengaruh terhadap faktorfaktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) dan juga faktor-faktor perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) memiliki pengaruh terhadap intensi konsumen untuk membeli produk perawatan kulit (skincare). Penelitian ini menggunakan analisis deskriptif dengan menggunakan Google Form sebagai metode pengumpulan data kepada 250 responden di Indonesia yang memenuhi kriteria yang telah ditentukan seperti mengikuti salah satu influencer di media sosial, aktif. Metode sampling pada penelitian ini menggunakan non-probability sampling. Kemudian data tersebut diolah dan dianalisis dengan menggunakan aplikasi perangkat lunak SmartPLS 3.0. Penelitian ini menghasilkan temuan bahwa faktor influencer attributes (physical attractiveness) memiliki pengaruh terhadap faktor-faktor perceived characterizations )trustworthiness, perceived expertise, parasocial relationship). Namun, untuk faktor influencer attributes/attitude homophily dan social attractiveness) tidak berpengaruh terhadap perceived expertise.

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This study aims to analyze the influencer attributes (attitude homophily, physical attractiveness, social attractiveness) that have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) as well as the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship) has an influence on consumer intentions to buy skin care products (skincare). This study uses descriptive analysis using Google Form as a data collection method to 250 respondents in Indonesia who meet predetermined criteria such as following one of the influencers on social media, being active. The sampling method in this study uses non-probability sampling. Then the data was processed and analyzed using the SmartPLS 3.0 software application. This study resulted in the findings that the influencer attributes (physical attractiveness) have an influence on the factors perceived characterizations (trustworthiness, perceived expertise, parasocial relationship). However, the influencer attributes (attitude homophily and social attractiveness) have no effect on perceived expertise."