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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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Studi Eksploratif Strategi dan Praktik Kemitraan antara Influencer dan Brand di Indonesia Reynard Justino Nehemia Makarawung; Agung Stefanus Kembau; Julius Sutrisno; Devi Yurisca Bernanda; Derick Raditya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8372

Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi dan praktik kolaborasi antara influencer dan merek di Indonesia, mengingat pertumbuhan pesat digital marketing dan peran penting influencer dalam membangun kepercayaan konsumen. Dengan menggunakan pendekatan eksploratif, data dikumpulkan melalui wawancara semi-terstruktur terhadap 18 influencer dari berbagai niche seperti kecantikan, gaya hidup, fitness, game, dan petualangan. Temuan menunjukkan bahwa motivasi utama influencer berasal dari passion pribadi, keinginan membangun personal branding, serta keterlibatan emosional dengan audiens. Influencer menekankan pentingnya konten yang autentik dan relevan, serta kolaborasi yang didasarkan pada komunikasi terbuka dan nilai bersama. Tantangan utama yang dihadapi adalah ekspektasi merek yang tidak realistis dan kurangnya pemahaman terhadap gaya komunikasi influencer. Penelitian ini memberikan kontribusi teoritis bagi literatur pemasaran digital serta implikasi praktis untuk pengelolaan kemitraan influencer-brand di Indonesia.
Can Virtual Influencers Be Trusted Like Humans? A Social-Psychological Study in Indonesia Kembau, Agung Stefanus; Pangaribuan, Christian Haposan; Bernanda, Devi Yurisca; Doa, Fidelia Novena
Jurnal Ilmu Perilaku Vol. 9 No. 2 (2025): Jurnal Ilmu Perilaku
Publisher : Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jip.9.2.149-171.2025

Abstract

. In Indonesia’s collectivistic yet mobile first marketplace, virtual influencers have evolved from eye catching avatars into algorithmic peers whose persuasive power rests on a blend of social conformity and personal enjoyment. Leveraging the Artificial Intelligence Device Use Acceptance (AIDUA) model, this study isolates primary (cognitive) and secondary (affective) appraisals to explain why users embrace—or recoil from—synthetic personae. A cross sectional online survey of 286 Indonesian social media users (aged 18 35) tested a structural model linking social influence and hedonic motivation to performance expectancy, anthropomorphism to effort expectancy, and both cognitions to discrete positive and negative emotions. Variance based SEM (SmartPLS 4) produced robust psychometrics and significant pathways: social influence (β = .34) and hedonic motivation (β = .46) jointly explained 45 % of performance expectancy, while anthropomorphism sharply reduced perceived effort (β = .61; R² = .38). Performance expectancy amplified positive emotion (β = .48) and effort expectancy mitigated negative emotion (β = −.41), with the model accounting for 42 % of positive and 29 % of negative affect. These results uncover “utilitarian collectivism”—a dual cognitive–affective engine wherein peer validation and hedonic thrill sustain utilitarian value—and position anthropomorphism as a usability heuristic rather than a mere novelty cue.
Co-Authors Adam Surya Wijaya Agung Stefanus Kembau Agustina Andriani Agustina, Agustina Albert Yohanes Alexandre, Jonathan Ananda, Deah Andrian, Andrian Antonio, Marco Antonius Felix Arief Perdana Kumaat Azhari, Ozmar Budiyantara, Agus Cassandra, Valenora Chandra, Johansen Christian Christianto, Kevin Christin, Lelly Clara, Monica Cynthia Pangrestu Dela Haeraini Delly Vera Deny, Deny Derick Raditya Doa, Fidelia Novena Effendy, Filberth Felix, Antonius Firellsya, Gabriela Francka Sakti Lee Fresi Beatrix Lendo Gabriela Firellsya Geasela, Yemima Monica Gerry Gerry Gunawan Wang Henny Hartono Hong, Kristy Honni Honni Honni, Honni Ignatius Adrian Mastan Isputrawan, M. Fauzi James Surya Seputro Johanes Fernandes Andry Julia Loisa Julius Sutrisno Kembau, Agung Stefanus Kembau, Agung Stefanus Kevin Christianto Lydia Liliana Makarawung, Reynard Justino Nehemia Nathaniel, Regan Pangaribuan, Christian Haposan 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