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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): Agustus - January
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.
Co-Authors 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 I Gede Para Atmaja Karlah Lifiie 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 Rumokoy, Steven N. Silvira P. Moningka Simanjuntak, Christopel Hamonangan Steve W.M. Supit Sunara, Tristano Aviel Supit, Vekky Tristano Aviel Sunara Virginia C. N. Mamuaja Wingston Markus J. Longdong