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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Ilmu Perilaku Infotech: Journal of Technology Information Economics and Digital Business Review Milestone: Journal of Strategic Management
Doa, Fidelia Novena
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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.
PENGEMBANGAN APLIKASI REMINDER ONLINE PAYMENT KOST BERBASIS MOBILE Geasela, Yemima Monica; Christianto, Kevin; Lee, Francka Sakti; Doa, Fidelia Novena; Putri, Angie Wiyani
Infotech: Journal of Technology Information Vol 11, No 2 (2025): NOVEMBER
Publisher : ISTEK WIDURI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/jti.v11i2.571

Abstract

The advancement of mobile technology provides opportunities for digital transformation in small-scale property businesses, including boarding house (kost) management. This research focuses on developing a Mobile-Based Reminder Online Payment Application for Kost using the Mobile Application Development Life Cycle (MADLC) method. The application is designed to automate payment processes through a virtual account system and provide real-time reminder notifications for both tenants and owners.The development stages included requirement identification, system design using UML diagrams, database structuring with MySQL, and interface implementation. The testing process employed User Acceptance Testing (UAT) to validate system functionality and user satisfaction. The results show that users successfully received automatic payment notifications based on the configured due dates, and all online payment transactions were accurately recorded in the system database without errors. This study concludes that the MADLC approach effectively supports the structured development of mobile applications for digital payment and reminder management in boarding houses. The UAT results confirm that the application meets user expectations in terms of functionality, ease of use, and transaction accuracy.
Can Virtual Influencers Be Trusted Like Humans? A Social-Psychological Study in Indonesia Kembau, Agung Stefanus; Pangaribuan, Christian Haposan; Bernanda, Devi Yurisca; Doa, Fidelia Novena
Jurnal Ilmu Perilaku Vol. 9 No. 2 (2025): Jurnal Ilmu Perilaku
Publisher : Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jip.9.2.149-171.2025

Abstract

. In Indonesia’s collectivistic yet mobile first marketplace, virtual influencers have evolved from eye catching avatars into algorithmic peers whose persuasive power rests on a blend of social conformity and personal enjoyment. Leveraging the Artificial Intelligence Device Use Acceptance (AIDUA) model, this study isolates primary (cognitive) and secondary (affective) appraisals to explain why users embrace—or recoil from—synthetic personae. A cross sectional online survey of 286 Indonesian social media users (aged 18 35) tested a structural model linking social influence and hedonic motivation to performance expectancy, anthropomorphism to effort expectancy, and both cognitions to discrete positive and negative emotions. Variance based SEM (SmartPLS 4) produced robust psychometrics and significant pathways: social influence (β = .34) and hedonic motivation (β = .46) jointly explained 45 % of performance expectancy, while anthropomorphism sharply reduced perceived effort (β = .61; R² = .38). Performance expectancy amplified positive emotion (β = .48) and effort expectancy mitigated negative emotion (β = −.41), with the model accounting for 42 % of positive and 29 % of negative affect. These results uncover “utilitarian collectivism”—a dual cognitive–affective engine wherein peer validation and hedonic thrill sustain utilitarian value—and position anthropomorphism as a usability heuristic rather than a mere novelty cue.
Co-Authors Arief Perdana Kumaat Bernanda, Devi Yurisca Christianto, Kevin Francka Sakti Lee Fresi Beatrix Lendo Geasela, Yemima Monica Kembau, Agung Stefanus Pangaribuan, Christian Haposan Putri, Angie Wiyani