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All Journal Gadjah Mada International Journal of Business Holistic Journal Of Management Research Jurnal Manajemen Dayasaing Benefit: Jurnal Manajemen dan Bisnis Alignment: Journal of Administration and Educational Management Jurnal Riset Entrepreneurship Abdimasku : Jurnal Pengabdian Masyarakat Journal of Management and Entrepreneurship Research Dinamika Prosiding Seminar Nasional Akuntansi dan Manajemen (SENAMA) Journal of International Conference Proceedings Jurnal Manajemen dan Dinamika Bisnis Darma Sabha Cendekia Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Ekonomics, Finance, and Management Studies Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Journal of Business and Management Innovations The Journal of Community Empowerment and Sustainability Services
Diana Aqmala
Faculty Of Economics And Business, Universitas Dian Nuswantoro, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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MENELISIK PERAN PERSEPSI KONSUMEN MELALUI MINAT BELI: PROMOSI PRODUK RICHEESE FACTORY Ahmad Farih Awwalunnajjah; Roymon Panjaitan; Diana Aqmala; Handy Nur Cahya
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 6 No. 1 (2026): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/dinamika.v6i1.1206

Abstract

This research investigates how the characteristics of virtual influencers influence consumers’ purchase intention, with consumer perception acting as a mediating variable. A quantitative explanatory method was applied, involving 134 social media users who had been exposed to promotional content by the virtual influencer Arbie Seo for Richeese Factory. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that credibility and authenticity exert a positive influence on purchase intention, whereas attractiveness shows a significant negative effect. In addition, credibility, attractiveness, and authenticity positively affect consumer perception. Consumer perception subsequently increases purchase intention and serves as a mediator in the relationship between virtual influencer characteristics and purchase intention.
Co-Authors Adilla Kustya Ulfa Agung Sedayu Ahmad Farih Awwalunnajjah Ahmad Reza Anak Agung Istri Sri Wiadnyani Ariati Anomsari Aries Setiawan Awanis Linati Haziroh Dian Yustika Rini Elia Ardyan Erin Kristina Estefania Azzura Febrianur Ibnu Fitroh Sukono Putra Guruh Taufan Hariyadi Handy Nur Cahya Ida Farida Lannita Febiyanti Mahmud Mahmud Mudinillah, Adam Mutiara Sapitri Ratna Wardani Rian Adi Suseno Rika Wijayani Roymon Panjaitan Rudi Kurniawan Satria Afif Naufal Pramudya Suhita Whini Setyahuni Syamsul Arifin Tiara Apriliani Vivi Gusfiani