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All Journal International Journal of Advances in Applied Sciences Jurnal Simetris Jurnal Informatika JBMP (Jurnal Bisnis, Manajemen dan Perbankan) CogITo Smart Journal IT JOURNAL RESEARCH AND DEVELOPMENT Prosiding Seminar Nasional Teknoka International Journal of New Media Technology Jurnal Teknoinfo Jurnal Sisfokom (Sistem Informasi dan Komputer) Jurnal Ilmu Perilaku Journal of Information System,Graphics, Hospitality and Technology Journal of Information Systems and Informatics Jurnal Teknologi Dan Sistem Informasi Bisnis Jurnal Informatika Ekonomi Bisnis Infotech: Journal of Technology Information Economics and Digital Business Review Journal of Business and Audit Information System (JBASE) Jurnal FASILKOM (teknologi inFormASi dan ILmu KOMputer) IAIC Transactions on Sustainable Digital Innovation (ITSDI) Jurnal Pengabdian dan Kewirausahaan Milestone: Journal of Strategic Management Jurnal Informatika Ekonomi Bisnis Digismantech (Jurnal Program Studi Bisnis Digital)
Bernanda, Devi Yurisca
Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption Agung Stefanus Kembau; Devi Yurisca Bernanda; Arief Perdana Kumaat; Fidelia Novena Doa
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rise of Virtual Influencers (VIs) in digital marketing has revolutionized the way brands engage with consumers, yet the underlying factors that drive their adoption and interaction remain largely unexplored, particularly in emerging markets such as Indonesia. This study delves into the Behavioral Intention to Use (BIU) Virtual Influencers, applying the Technology Acceptance Model 2 (TAM2) to identify key determinants like Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and Facilitating Conditions (FC). Furthermore, the research investigates the mediating roles of Attitude Toward Using (ATU) and Cognitive Absorption (CA). Through an online survey of 198 Indonesian social media users familiar with AI applications, the results reveal that PU and PEOU directly influence ATU, which in turn significantly shapes BIU. SI and FC exert both direct and indirect effects via ATU and CA. These findings highlight the critical role of cognitive and social factors in driving consumer engagement with VIs in Indonesia, offering valuable insights for businesses aiming to capitalize on this emerging trend. The study extends traditional technology adoption models, calling for further exploration of cultural dynamics and long-term impacts on consumer behavior.
Performance or Pleasure: Which Counts More for Virtual-Influencer Adoption in Indonesia? Kinerja atau Kenikmatan: Mana yang Lebih Penting dalam Penerapan Influencer Virtual di Indonesia? Agung Stefanus Kembau; Christian Haposan Pangaribuan; Arief Perdana Kumaat; Devi Yurisca Bernanda; Fidelia Novena Doa
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 11 No. 2 (2025): September
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v11i2.2168

Abstract

In mobile-first collectivistic markets such as Indonesia, research has not yet clarified how consumers respond to virtual influencers (VIs), AI-driven characters that sell, entertain, and chat in parasocial spaces. Filling this gap is important because Indonesia is projected to become Asia’s fastest-growing e-commerce arena, valued at roughly ninety-five billion US dollars. We adapted the Artificial Intelligence Device Use Acceptance (AIDUA) model and surveyed 235 Instagram users aged 18 to 35 years who follow at least one VI. After pretesting, the final PLS-SEM model satisfied all reliability (CR ≥ 0.89) and convergent validity (AVE ≥ 0.73) thresholds and explained 37 percent of the variance in willingness to accept VIs. Positive emotion emerged as the strongest driver (β = 0.51, p < 0.001). Performance expectancy showed both a direct effect (β = 0.12, p < 0.05) and an indirect effect through emotion, whereas effort expectancy influenced acceptance solely through emotion. Perceived risk and social influence were not significant, confirming that feeling rather than function guides VI persuasion among young Indonesians. Brands should therefore pair clear decision support cues with local humor, everyday Bahasa, and low-friction interfaces to spark joy and reduce novelty skepticism, a strategy likely to accelerate VI adoption in other collectivistic mobile-centric economies.
Co-Authors Adam Surya Wijaya Agung Stefanus Kembau Agung Stefanus Kembau Agustina Andriani Agustina, Agustina Albert Yohanes Alexandre, Jonathan Ananda, Deah Andrian, Andrian Antonio, Marco Antonius Felix Arief Perdana Kumaat Azhari, Ozmar Budiarjo, Ken Budiyantara, Agus Cassandra, Valenora Chandra, Johansen Christian Christian Haposan Pangaribuan Christianto, Kevin Christin, Lelly Clara, Monica Cynthia Pangrestu Dela Haeraini Delly Vera Deny, Deny Derick Raditya Doa, Fidelia Novena Effendy, Filberth Felix, Antonius Fidelia Novena Doa Firellsya, Gabriela Francka Sakti Lee Fresi Beatrix Lendo Gabriela Firellsya Geasela, Yemima Monica Gerry Gerry Gunawan Wang Haryadi, Alessandra Henny Hartono Hong, Kristy Honni Honni Honni, Honni Ignatius Adrian Mastan Isputrawan, M. Fauzi J. Makarawung, Reynard James Surya Seputro Johanes Fernandes Andry Julia Loisa Julius Sutrisno Kevin Christianto Lydia Liliana Makarawung, Reynard Justino Nehemia Nathaniel, Regan Rahman, Muhammad Ryo Reynard Justino Nehemia Makarawung Setiawan, Selly Silvia Apriyanti Suryantara, I Gusti Ngurah Sutria, Kevin Widjaja, Michelle Disa Wijaya, Andreas William Chandra Yefta, Vlavio Nathanael Yonatan Yonatan Yosep Prasetyo Setiawan Yuliawan Krishartanto Yusup, Cristiano Ronaldo