UJI EMPIRIS VIRTUAL INFLUENCER TRUST AND ENGAGEMENT MODEL (VITEM) PADA PENGGUNAAN AI TALENT LEVI’S – LALALAND.AI (Studi Kasus pada Konsumen Digital di Jakarta)

Zega, Novita Suryani (2026) UJI EMPIRIS VIRTUAL INFLUENCER TRUST AND ENGAGEMENT MODEL (VITEM) PADA PENGGUNAAN AI TALENT LEVI’S – LALALAND.AI (Studi Kasus pada Konsumen Digital di Jakarta). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Uji Empiris Virtual Influencer Trust and Engagement Model (VITEM) pada Penggunaan AI Talent Levi’s - Lalaland.ai (Studi Kasus pada Konsumen Digital di Jakarta) Novita Suryani Zega - 1241911018 ABSTRAK Penelitian ini bertujuan untuk menguji secara empiris Virtual Influencer Trust and Engagement Model (VITEM) yang dikembangkan oleh Khalfallah dan Keller (2025) dalam konteks penerimaan konsumen terhadap penggunaan figur digital berbasis kecerdasan buatan (AI Talent) pada industri fesyen, dengan studi kasus merek Levi’s. Model VITEM menjelaskan bagaimana Perceived Authenticity (PA) dan Disclosure Transparency (DT) memengaruhi Consumer Trust (CT), yang selanjutnya berdampak pada Consumer Engagement (CE), dengan Cultural Context (CC) sebagai variabel moderasi. Penelitian ini juga menguji model yang sebelumnya dikembangkan dalam konteks budaya Eropa (Hungaria) ke dalam konteks budaya kolektivistik Indonesia untuk mengevaluasi universalitas hubungan antarvariabel dalam model tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data primer diperoleh melalui survei daring terhadap 187 konsumen digital di wilayah DKI Jakarta yang telah memenuhi kriteria penyaringan responden. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa Perceived Authenticity dan Disclosure Transparency berpengaruh positif dan signifikan terhadap Consumer Trust, serta Consumer Trust berpengaruh positif dan signifikan terhadap Consumer Engagement. Namun demikian, Cultural Context tidak terbukti memoderasi hubungan antara PA dan CT maupun antara CT dan CE. Temuan ini mengindikasikan bahwa dalam konteks konsumen digital urban di Jakarta, pembentukan kepercayaan terhadap AI Talent lebih dipengaruhi oleh persepsi keaslian dan keterbukaan informasi dibandingkan oleh perbedaan konteks budaya. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk menekankan konsistensi representasi visual AI Talent dan transparansi penggunaan teknologi dalam strategi pemasaran digital. Secara teoretis, penelitian ini memberikan validasi empiris terhadap model VITEM sekaligus memperluas pengujiannya pada konteks budaya kolektivistik di pasar berkembang, sehingga berkontribusi pada evaluasi batasan universalitas model dalam pemasaran berbasis kecerdasan buatan. Kata kunci: Virtual Influencer, AI Talent, Perceived Authenticity, Disclosure Transparency, Consumer Trust, Consumer Engagement, Cultural Context, Industri Fesyen. EMPIRICAL TESTING OF THE VIRTUAL INFLUENCER TRUST AND ENGAGEMENT MODEL (VITEM) IN THE USE OF AI TALENT BY LEVI’S - LALALAND.AI (A Case Study of Digital Consumers in Jakarta) Novita Suryani Zega - 1241911018 ABSTRACT This study aims to empirically examine the Virtual Influencer Trust and Engagement Model (VITEM) developed by Khalfallah and Keller (2025) in the context of consumer acceptance of artificial intelligence-based digital figures (AI Talent) in the fashion industry, using Levi’s as a case study. The VITEM framework explains how Perceived Authenticity (PA) and Disclosure Transparency (DT) influence Consumer Trust (CT), which subsequently affects Consumer Engagement (CE), with Cultural Context (CC) serving as a moderating variable. This study also extends the model—originally developed in a European cultural context (Hungary)—to a collectivistic cultural setting in Indonesia to evaluate the universality of the proposed relationships. This research employs a quantitative explanatory design. Primary data were collected through an online survey of 187 qualified digital consumers in the Jakarta metropolitan area. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings indicate that Perceived Authenticity and Disclosure Transparency have a positive and significant effect on Consumer Trust, and Consumer Trust significantly enhances Consumer Engagement. However, Cultural Context was not found to moderate the relationship between PA and CT nor between CT and CE. These results suggest that, within the context of urban digital consumers in Jakarta, trust formation toward AI Talent is driven more by perceived authenticity and transparency than by cultural differences. Practically, this study highlights the importance for companies to maintain consistent visual representation of AI Talent and ensure transparency in the use of AI technologies in digital marketing strategies. Theoretically, this research provides empirical validation of the VITEM framework and extends its application to a collectivistic emerging market context, thereby contributing to the assessment of the model’s cross-cultural applicability in AI-driven marketing. Keywords: Virtual Influencer, AI Talent, Perceived Authenticity, Disclosure Transparency, Consumer Trust, Consumer Engagement, Cultural Context, Fashion Industry.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Virtual Influencer, AI Talent, Perceived Authenticity, Disclosure Transparency, Consumer Trust, Consumer Engagement, Cultural Context, Industri Fesyen.
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Management Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Novita Suryani Zega
Date Deposited:	25 Feb 2026 08:12
Last Modified:	25 Feb 2026 08:12
URI:	https://repository.bakrie.ac.id/id/eprint/13175

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