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All Journal Jurnal Bakti Masyarakat Indonesia International Journal of Application on Economics and Business
Tiffany, Fransisca
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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Journal : International Journal of Application on Economics and Business

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THE INFLUENCE OF PRODUCT PLACEMENT BY VIRTUAL INFLUENCERS ON INSTAGRAM ON AUDIENCE ATTITUDE Tiffany, Fransisca; Cokki , Cokki
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.929-942

Abstract

This study aims to examine the influence of product placement on the Instagram account of a virtual influencer (@allysagladys) on audience attitudes. The research sample consists of 308 students from Tarumanagara University in West Jakarta. The method employed for data collection in this study is convenience sampling, where questionnaires were distributed directly to the respondents. The results indicate that product placement on the virtual influencer's account can influence the formation of audience attitudes. Furthermore, the study suggests that companies should enhance their social media promotion through collaborations with influencers to shape and maintain audience attitudes toward their products.
PRODUCT PLACEMENT ON THE VIRTUAL INFLUENCER’S INSTAGRAM TOWARDS BRAND RECALL Cokki, Cokki; Putri, Angely Olivia; Tiffany, Fransisca; Wijaya, Santrista; Natalya, Yenny
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.367-374

Abstract

This study aims to examine the influence of product placement on the virtual influencer’s Instagram account (@allysagladys) towards brand recall. The sample size for this study consists of 60 students from Tarumanagara University in West Jakarta. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study shows that respondents brand recall is affected by product placement on the virtual influencer's account. Additionally, this study suggests that companies should enhance their social media promotion through collaborations with influencers to improve brand recall of their product.
Co-Authors Cokki , Cokki Cokki, Cokki Natalya, Yenny Putri, Angely Olivia Wijaya, Santrista