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All Journal JURNAL RISET BISNIS DAN MANAJEMEN JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Technomedia Journal Journal of Management - Small and Medium Enterprises (SME's) Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi Economics and Digital Business Review Milestone: Journal of Strategic Management Journal of Business Administration (JBA) Prosiding Konferensi Nasional PKM-CSR Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Pengabdian Vokasi International Journal of Business and Applied Economics (IJBAE) Seminar Nasional Produk Terapan Unggulan Vokasi MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN JURNAL PENELITIAN BISNIS Asian Journal of Logistics Management Jurnal Elektrik
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What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption Kembau, Agung Stefanus; Bernanda, Devi Yurisca; Kumaat, Arief Perdana; Doa, Fidelia Novena
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.
Social and Emotional Drivers of Engagement with AI Virtual Influencers: A Qualitative Study in Indonesia Kembau, Agung Stefanus; Bernanda, Devi Yurisca; Kumaat, Arief Perdana; Lendo, Fresi Breatrix; Doa, Fidelia Novena
Milestone: Journal of Strategic Management Vol 5. No. 2 September 2025
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v5i2.9852

Abstract

The growing presence of AI-powered virtual influencers (VIs) on social media has introduced new dynamics in digital marketing, yet little is known about how consumers in emerging markets perceive and respond to these synthetic personas. This study investigates the factors that shape consumer acceptance of virtual influencers in Indonesia, focusing on the interrelationship between social influence, performance expectancy, emotional resonance, and willingness to engage. Employing a qualitative research design, 25 in-depth semi-structured interviews with Indonesian consumers aged 18–35 were conducted, reaching thematic saturation. Thematic analysis was conducted using NVivo 14, integrating both deductive and inductive coding strategies. Findings reveal four major themes and twelve subthemes: (1) social influence functions as a cultural endorsement mechanism, shaping normative beliefs; (2) performance expectancy is driven by informational credibility, entertainment value, and behavioral consistency; (3) emotional resonance—expressed through perceived authenticity and psychological comfort—is central to consumer attachment; and (4) willingness to use VIs is closely linked to digital identity projection and contextual social legitimacy. A clear majority of participants (around four out of five) described positive evaluations of VIs, while a minority expressed skepticism and emotional discomfort, highlighting ethical and psychological boundaries in AI–human interaction. The study contributes to a deeper understanding of how social and emotional mechanisms converge in shaping digital consumer behavior, offering practical insights for marketers and advancing theory on technology acceptance in culturally nuanced settings.
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? Kembau, Agung Stefanus; Pangaribuan, Christian Haposan; Kumaat, Arief Perdana; Bernanda, Devi Yurisca; Doa, Fidelia Novena
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 11 No. 2 (2025): September: JBMP Vol.11 No. 2 2025
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.
Sustainable Innovation: Marketing Strategies to Increase Adoption of Permeable Paving Blocks in Environmentally Conscious Markets Kumaat, Arief P.; Supit, Vekky; Paendong, Melky K. E.; Peginusa, Stefani S.
International Journal of Business and Applied Economics Vol. 3 No. 5 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v3i5.11547

Abstract

This study focuses on developing marketing strategies to increase the adoption of permeable paving blocks, an environmentally friendly product. Using a SWOT analysis, the research identifies strengths such as eco-friendly benefits and weaknesses like limited market awareness. The opportunities involve growing demand for green products, while threats include competition from traditional materials. Data were collected through surveys and interviews with industry experts. Results show that leveraging product sustainability and tapping into government incentives can boost sales, while addressing market education gaps is essential. Strategic use of social media and partnerships with eco-conscious businesses further enhances product visibility. This research provides actionable strategies to improve market positioning and product adoption.
Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Produk VCO Natasya Torondek; Mikke Marentek; Nancy Henrietta Jessamine Mandey; Arief P. Kumaat
JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Vol. 14 No. 1 (2025): Jurnal EKOMAKS
Publisher : Universitas Merdeka Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33319/jeko.v14i1.173

Abstract

Virgin Coconut Oil (VCO) is one of the products produced by the Manado State Polytechnic Technology Excellence Center which has large market potential because of its recognized benefits and advantages. (Syah. A. 2005) Virgin Coconut Oil (VCO) is pure coconut oil produced from processing coconut meat without heating so that it produces oil that is clear, not rancid and free from free traces due to heating. However, to maintain and increase sales, it is necessary understand the factors that influence consumer satisfaction in using this product. The aim of this research is to identify and analyze the factors that influence consumer satisfaction for VCO products produced by the Manado State Polytechnic Technology Excellence Center and marketed at the Investment Gallery. The focus of this research is to understand the most significant aspects that influence consumer behavior in the local context. The method used in this research is descriptive quantitative, through observation, questionnaires and documentation. The results of this research show that service quality consists of dimensions of customer satisfaction, namely reliability, responsiveness, tangibility, assurance and empathy and other factors. that influence customer satisfaction, namely product quality, price, service quality, emotional factors, and cost and convenience are aspects that influence consumer satisfaction. Overall, all the influencing factors are in the values that influence consumer satisfaction with VCO products in the Investment Gallery.
Strategi Pemasaran Hijau Berbasis Kearifan Lokal untuk Meningkatkan Daya Saing UMKM Ramah Lingkungan di Sulawesi Utara Kumaat, Arief Perdana; Supit, Vekky; Paendong, Melky Krisna Elia; Kaparang, Gratia Natrina
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 6, No 2 (2025): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - Desember
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v6i2.6615

Abstract

This study aims to analyze green marketing strategies to strengthen the competitiveness of environmentally friendly MSMEs in North Sulawesi through the MAPALUS (Mari Pakai Lokal Unggulan Sulut) program. The initiative is inspired by the Minahasa cultural value of mutual cooperation (gotong-royong/mapalus), which has been adapted as a pentahelix-based collaboration model involving academia, government, industry, communities, and media to facilitate the dissemination and downstreaming of local innovations. A qualitative case study approach was applied, focusing on the series of activities under MAPALUS Expo, MAPALUS Talk, and MAPALUS Stories. The findings reveal that integrating the MAPALUS concept with the green marketing mix (product, price, place, promotion, and people) significantly strengthens the local innovation ecosystem. Environmentally friendly MSME products gained wider exposure through exhibitions and media coverage, while sustainability-oriented promotional strategies enhanced consumer trust. Furthermore, multiparty collaboration expanded distribution access and created business partnership opportunities that support the downstreaming of vocational research outputs. These results underscore that combining local wisdom and green marketing not only fosters literacy and adoption of appropriate technologies but also acts as a catalyst for building sustainable MSME competitiveness in North Sulawesi.
Produk Alat Praktek PLTS Atap, Perspektif: Kelayakan Produksi Stieven Netanel Rumokoy; Adriyan Warokka; i Gede Para Atmaja; Stanley Bernadus Dodie; Adelaida Joroh; Arief P. Kumaat
Jurnal Elektrik Vol. 3 No. 2 (2024): Vol.3 No.2 1 Desember 2024
Publisher : Jurusan Teknik Elektro - Politeknik Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65485/elektrik.v3i2.1043

Abstract

Pembangkit Listrik Tenaga Surya (PLTS) atap semakin menjadi fokus dalam upaya pemanfaatan sumber energi terbarukan. Dalam konteks pendidikan dan pelatihan untuk pemanfaatan energi terbarukan khususnya pada PLTS atap, ketersediaan alat praktek yang efektif sangat penting untuk membekali tenaga kerja dengan keterampilan instalasi dan pemeliharaannya. Penelitian ini bertujuan untuk menilai kelayakan produksi alat praktek PLTS atap yang dirancang untuk mendukung proses pembelajaran di bidang energi terbarukan. Metode penelitian yang digunakan meliputi studi literatur untuk mengidentifikasi tren dan kebutuhan teknologi dalam pendidikan dan pelatihan PLTS serta studi deskriptif melalui wawancara dengan ahli di bidang energi terbarukan dan beberapa pihak yang menjadi sasaran konsumen produk ini. Hasil penelitian menunjukkan bahwa alat ini memiliki kelayakan tinggi untuk diproduksi, dengan keunggulan pada aspek Kelayakan Hukum/Legalitas, Kelayakan Operasional, Kelayakan Jadwal/Waktu, Kelayakan Ekonomi. Alat ini juga dirancang dengan komponen yang mudah diperoleh dan dapat dibongkar pasang, sehingga fleksibel untuk penggunaan di dalam dan luar ruangan. Analisis menunjukkan bahwa alat ini dapat berfungsi sebagai sarana efektif dalam pembelajaran praktis PLTS, memberikan pengalaman mendekati kondisi nyata di lapangan, serta memiliki potensi menjadi produk unggulan yang dapat diterapkan melalui proses pembelajaran berbasis Teaching Factory (TeFa) institusi pendidikan teknik.
Alat Produksi Serbuk Arang Tempurung Kelapa (Cocos nucifera) Sebagai Bahan Dasar Sediaan Toiletris Herbal: Studi Potensi dan Teknologi Stieven Netanel Rumokoy; Karlah Lifie R. Mansauda; Christopel H. Simanjuntak; Adelaida Joroh; Arief P. Kumaat
Jurnal Elektrik Vol. 2 No. 2 (2023): Vol.2 No.2 1 Desember 2023
Publisher : Jurusan Teknik Elektro - Politeknik Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65485/elektrik.v2i2.1085

Abstract

Pemanfaatan tempurung kelapa (Cocos nucifera) sebagai bahan dasar dalam industri toiletris herbal semakin berkembang seiring meningkatnya permintaan terhadap produk alami dan ramah lingkungan. Serbuk arang tempurung kelapa memiliki potensi sebagai bahan aktif dalam sediaan toiletris. Namun, optimalisasi teknologi produksi serbuk arang masih menjadi tantangan yang perlu dikaji lebih lanjut. Penelitian ini bertujuan untuk mengkaji potensi dan teknologi produksi serbuk arang tempurung kelapa sebagai bahan dasar sediaan toiletris herbal. Metode yang digunakan adalah studi literatur dan studi deskriptif melalui wawancara dengan praktisi serta pelaku industri terkait produksi serbuk arang dan formulasi produk toiletris herbal. Hasil penelitian menunjukkan bahwa teknologi produksi serbuk arang tempurung kelapa memiliki peluang besar untuk dikembangkan dalam industri toiletris herbal, termasuk pada skala Usaha Mikro, Kecil, dan Menengah (UMKM). Serbuk arang memiliki kandungan bahan aktif yang sesuai untuk aplikasi dalam produk toiletris. Dari aspek teknologi, rancangan alat produksi yang praktis dan terintegrasi dengan sistem photovoltaic (PV) direkomendasikan sebagai solusi yang lebih ramah lingkungan.
Produk Alat Pembuatan Serbuk Arang Tempurung Kelapa (Cocos nucifera) Sebagai Bahan Dasar Toiletries Herbal, Perspektif: Model Bisnis Stieven Netanel Rumokoy; Adriyan Warokka; Stanley B. Dodie; Precylia R. Rambing; Adelaida Joroh; Arief P. Kumaat
Jurnal Elektrik Vol. 4 No. 2 (2025): Vol.4 No.2 1 Desember 2025
Publisher : Jurusan Teknik Elektro - Politeknik Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65485/elektrik.v4i2.1186

Abstract

Pemanfaatan tempurung kelapa (Cocos nucifera) sebagai bahan baku bernilai tambah memiliki potensi besar dalam mendukung ekonomi berkelanjutan, khususnya melalui produksi serbuk arang sebagai bahan dasar toiletries herbal. Ketersediaan bahan baku yang melimpah di daerah pesisir menjadi peluang strategis untuk mengembangkan produk lokal yang ramah lingkungan. Penelitian ini bertujuan untuk merancang, memproduksi, dan mengkaji model bisnis dari alat produksi serbuk arang tempurung kelapa, dengan fokus pada aspek kelayakan teknis dan potensi komersialisasi. Metode penelitian yang digunakan meliputi studi literatur, observasi lapangan dan penerapan Business Model Canvas (BMC) untuk memetakan komponen utama bisnis, meliputi segmen pelanggan, proposisi nilai, saluran distribusi, hubungan pelanggan, sumber pendapatan, sumber daya utama, aktivitas kunci, kemitraan, dan struktur biaya. Hasil penelitian menunjukkan bahwa alat produksi yang dikembangkan mampu menghasilkan serbuk arang dengan ukuran partikel yang sesuai untuk bahan baku toiletries herbal, memiliki desain ergonomis, dan mudah dioperasikan. Dari perspektif model bisnis, peluang pendapatan tidak hanya berasal dari penjualan unit alat, tetapi juga dari penjualan suku cadang, jasa pelatihan, dan kerja sama produksi. Analisis struktur biaya dan potensi pasar menunjukkan prospek usaha yang menjanjikan, terutama pada segmen industri toiletries dan pelaku UMKM berbasis produk alami.
Co-Authors Adelaida Joroh Adriyan Warokka Agung Stefanus Kembau Ali Wardhana Arifmanuel Kolondam Artana, I Made Wahyu Artian Sirun Bernanda, Devi Yurisca Delfie Genape Doa, Fidelia Novena Erika Kaparang Fresi Beatrix Lendo Gratia Natrina Kaparang I Gede Para Atmaja Karlah L. R. Mansauda Kembau, Agung Stefanus Laimeheriwa , Imagodeo Bideyesa Laimeheriwa, Imagodeo Bideyesa Langi, Herry Mandulangi, Jufrina Maramis, Diana Marentek R Mikke Marike A.S. Kondoj Melky K. E. Paendong Melky Krisna Paendong Mundung, Deky Nancy Henrietta Jessamine Mandey Natasya Torondek Paendong, Melky Paendong, Melky K. E. Paendong, Melky Krisna Elia Pangaribuan, Christian Haposan Papia, Friska J. Peginusa, Stefani Switly Precylia Ribka Rambing Priyono Priyono Purba, Ficky M. F. Putung, Yoice Romana Pessak Silvira P. Moningka Simanjuntak, Christopel Hamonangan Stanley B. Dodie Steve W.M. Supit Stieven N. Rumokoy Sunara, Tristano Aviel Supit, Vekky Tristano Aviel Sunara Virginia C. N. Mamuaja Wingston Markus J. Longdong