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All Journal Journal of Innovation Research and Knowledge
Wahyu Arif Firmansyah
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Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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THE ROLE OF VIRTUAL YOUTUBER KOBO KANAERU AS AN INFLUENCER IN TOKOPEDIA’S WAR CAMPAIGN Cattleya Rejito; Mochammad Chairul Ihsan; Wahyu Arif Firmansyah
Journal of Innovation Research and Knowledge Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i9.9700

Abstract

This study explores the role of Kobo Kanaeru, a Virtual YouTuber (VTuber) associated with Hololive Indonesia, as an influencer in Tokopedia’s WAR campaign. Utilizing the source credibility model, the research examines the influence of three key attributes—Expertise, Trustworthiness, and Attractiveness—on consumer Purchase Intention. A quantitative approach using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was employed to analyze data collected from 100 respondents aged 18–27 years, who were exposed to the WAR Tokopedia campaign. The results demonstrate that while Expertise, Trustworthiness, and Attractiveness significantly contribute to Purchase Intention, their individual effects are relatively weak, with path coefficients of 0.040, 0.040, and 0.041, respectively. The model explains 32.4% of the variance in Purchase Intention, highlighting the need for incorporating additional variables such as emotional connection and brand reputation. This study provides insights into the strategic advantages and challenges of using virtual influencers in digital marketing and recommends future research directions to optimize their effectiveness.
Co-Authors Cattleya Rejito Mochammad Chairul Ihsan