PENGARUH VIRTUAL INFLUENCER ATTRACTIVENESS, HUMANLIKENESS, DAN CREDIBILITY TERHADAP PURCHASE INTENTION PADA PENGGUNA MEDIA SOSIAL TIKTOK DI DKI JAKARTA (STUDI VIRTUAL INFLUENCER LAVERDA SALSABILA)

OKTA SALSABILLA, . (2026) PENGARUH VIRTUAL INFLUENCER ATTRACTIVENESS, HUMANLIKENESS, DAN CREDIBILITY TERHADAP PURCHASE INTENTION PADA PENGGUNA MEDIA SOSIAL TIKTOK DI DKI JAKARTA (STUDI VIRTUAL INFLUENCER LAVERDA SALSABILA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh virtual influencer attractiveness, humanlikeness, dan credibility terhadap purchase intention pada pengguna media sosial TikTok di DKI Jakarta dengan objek penelitian virtual influencer Laverda Salsabila. Metode yang digunakan adalah pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 107 responden yang dipilih menggunakan teknik purposive sampling dengan kriteria berusia 17–28 tahun, berdomisili di DKI Jakarta, memiliki akun TikTok, mengetahui virtual influencer Laverda Salsabila, serta pernah melihat konten promosi yang diunggahnya. Data dianalisis menggunakan analisis regresi linear sederhana dengan bantuan perangkat lunak IBM SPSS Statistics versi 29. Hasil uji instrumen menunjukkan bahwa seluruh item pernyataan telah memenuhi kriteria validitas dan reliabilitas. Hasil uji asumsi klasik menunjukkan bahwa data berdistribusi normal, tidak terjadi multikolinearitas, dan tidak terjadi heteroskedastisitas sehingga layak digunakan dalam analisis regresi. Hasil pengujian hipotesis menunjukkan bahwa virtual influencer attractiveness berpengaruh positif dan signifikan terhadap purchase intention (t = 6.866; Sig. < 0,001), humanlikeness tidak berpengaruh signifikan terhadap purchase intention (t = 0.924; Sig. = 0,358), sedangkan credibility berpengaruh positif dan signifikan terhadap purchase intention (t = 2.847; Sig. = 0,005). Hasil analisis koefisien determinasi menunjukkan nilai R Square sebesar 0,674 dan Adjusted R Square sebesar 0,665, yang berarti 66,5% variasi purchase intention dapat dijelaskan oleh ketiga variabel independen, sedangkan 32,5% sisanya dipengaruhi oleh faktor lain di luar model penelitian. Penelitian ini merekomendasikan agar perusahaan dan pengembang virtual influencer lebih memprioritaskan penguatan daya tarik dan kredibilitas virtual influencer dalam strategi pemasaran digital. Penelitian selanjutnya disarankan menambahkan variabel lain, seperti brand trust, perceived authenticity, atau parasocial interaction, untuk memperoleh model yang lebih komprehensif dalam menjelaskan purchase intention. ***** This study aims to examine the influence of virtual influencer attractiveness, humanlikeness, and credibility on purchase intention among TikTok social media users in DKI Jakarta, using the virtual influencer Laverda Salsabila as the research object. This research employed a quantitative approach using a survey method. The sample consisted of 107 respondents selected through purposive sampling based on the following criteria: aged 17–28 years, residing in DKI Jakarta, having a TikTok account, being familiar with the virtual influencer Laverda Salsabila, and having viewed her promotional content on TikTok. The data were analyzed using multiple linear regression analysis with IBM SPSS Statistics version 29. The results of the instrument testing indicated that all questionnaire items met the criteria for validity and reliability. Furthermore, the classical assumption tests confirmed that the data were normally distributed, free from multicollinearity, and free from heteroscedasticity, indicating that the data were appropriate for regression analysis. The hypothesis testing results revealed that virtual influencer attractiveness had a positive and significant effect on purchase intention (t = 6.866; Sig. < 0,001), humanlikeness had no significant effect on purchase intention (t = 0.924; Sig. = 0,358), while credibility had a positive and significant effect on purchase intention (t = 2.847; Sig. = 0,005). The coefficient of determination showed an R Square value of 0.674 and an Adjusted R Square value of 0.665, indicating that 66.5% of the variance in purchase intention could be explained by the three independent variables, while the remaining 32.5% was influenced by other factors outside the research model. This study recommends that companies and virtual influencer developers prioritize strengthening the attractiveness and credibility of virtual influencers in digital marketing strategies. Future research is recommended to incorporate additional variables, such as brand trust, perceived authenticity, or parasocial interaction, to develop a more comprehensive model for explaining purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, M.M.; 2). Bagus Kharismawan, S.Si., M.A.B.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Okta Salsabilla .
Date Deposited:	18 Aug 2026 08:28
Last Modified:	18 Aug 2026 08:28
URI:	http://repository.unj.ac.id/id/eprint/71830

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