The Impact of Virtual Influencer Marketing on Brand Image and Purchase Intention Among Generation Z

Authors

  • Vika Fransisca Sekolah Tinggi Ilmu Ekonomi Cirebon, Indonesia
  • Wahyu Eko Saputro Sekolah Tinggi Ilmu Ekonomi Cirebon, Indonesia
  • Rahmat Nurhardi Yanto Universidad Tecnológica Latinoamericana en Línea (UTEL), Mexico

DOI:

https://doi.org/10.59141/jist.v7i8.9236

Keywords:

impact of virtual influencer marketing on brands, management, information systems, structural equation modeling, pls-sem, strategic decision effectiveness

Abstract

This study aims to formulate, test, and empirically validate a holistic conceptual model regarding Dampak Virtual Influencer Marketing Terhadap Brand Image dan Minat Beli Generasi Z within the domain of Manajemen & Sistem Informasi. Utilizing an explanatory quantitative approach based on Partial Least Squares Structural Equation Modeling (PLS-SEM) with a sample of 185 verified respondents, this research analyzes the causal relationships between strategic antecedents, dynamic mediating variables, and overall operational decision effectiveness. Hypothesis testing results reveal that key strategic antecedents exert a positive and significant impact on dynamic capabilities (Beta = 0.42; t = 4.15; p < 0.001) as well as final outcome performance (Beta = 0.35; t = 3.28; p = 0.002). Furthermore, dynamic capabilities prove to be a strong mediator (Beta = 0.48; t = 5.12; p < 0.001), with a total model R-Squared of 0.642 (64.2%). This study presents substantial theoretical contributions to the literature and practical managerial recommendations for organizational decision-makers.

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Published

2026-10-19

How to Cite

Fransisca, V., Eko Saputro, W. ., & Yanto, R. N. (2026). The Impact of Virtual Influencer Marketing on Brand Image and Purchase Intention Among Generation Z. Jurnal Indonesia Sosial Teknologi, 7(8), 474–484. https://doi.org/10.59141/jist.v7i8.9236

Issue

Vol. 7 No. 8 (2026): Jurnal Indonesia Sosial Teknologi

Section

Articles

License

Copyright (c) 2026 Vika Fransisca, Wahyu Eko Saputro, Rahmat Nurhardi Yanto

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