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All Journal Jurnal Pendidikan Jasmani Swara Bhumi Disease Prevention and Public Health Journal Jurnal Ilmiah Administrasi Publik (JI@P) Canopy: Journal of Architecture Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi Ulumuna: Jurnal Studi Keislaman International Journal of Islamic Khazanah Acta Islamica Counsenesia: Counselling Research and Applications Journal of Practical Management Studies Fikroh: Jurnal Pemikiran dan Pendidikan Islam Jurnal Faidatuna
Nur Wahyudi
Fakultas Kesehatan Masyarakat, Universitas Ahmad Dahlan, Yogyakarta
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Medicine & Pharmacology Neuroscience Public Health Social Sciences

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Journal : Journal of Practical Management Studies

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Consumer Attitude Formation Toward Brands Through Virtual Influencer Product Placement: Evidence from an Experimental Study Wahyudi, Nur; Fauzi, Moh.; Fitriyani, Nur
Journal of Practical Management Studies Vol. 1 No. 1 (2026): JPMS - March (2026)
Publisher : CV. Jala Berkat Abadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61106/jpms.v1i1.142

Abstract

This study aims to analyze the influence of product placement through virtual influencers on the formation of consumer attitudes, including attitudes toward the influencer, attitudes toward the product placement, and attitudes toward the brand. The research employed a post-test experimental design without a control group, involving 279 respondents. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. The results indicate that attitudes toward virtual influencers and product placement significantly contribute to the formation of positive brand attitudes, particularly when the content is delivered credibly and aligns with the audience’s values. This study contributes to the understanding of the effectiveness of product placement in shaping consumer attitudes.
Co-Authors Aliyyah , Muhimmatul Anita Anita Casmini, C Cloritawati, Aprilia Darmawan, Rizqi Wahyu ditasari, anita Imam Muhayat Joko Pramono Moh. Fauzi Nur Fitriyani Qoaruddin Qomaruddin Rosyidah Rosyidah Sudarsono Syafi’, Moh. Ulya , Asiqotul