Transformasi Green Marketing melalui Keterlibatan Virtual Influencer: Studi Kualitatif tentang Kepercayaan Konsumen, Komunikasi Keberlanjutan, dan Perilaku Ramah Lingkungan di Era Digital

Widyasworo Pamungkas Buwono; Fitroh Adhilla; Zunan Setiawan

doi:10.69693/ijmst.v4i3.12774

Authors

Widyasworo Pamungkas Buwono Universitas Ahmad Dahlan
Fitroh Adhilla Universitas Ahmad Dahlan
Zunan Setiawan Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12774

Keywords:

Green Marketing, Virtual Influencer, Consumer Trust, Sustainability Communication, Environmental Behavior, Digital Marketing

Abstract

Perkembangan teknologi digital mendorong perubahan paradigma green marketing dari pendekatan komunikasi lingkungan yang bersifat konvensional menuju strategi pemasaran berbasis pengalaman digital yang melibatkan aktor virtual sebagai penghubung antara merek dan konsumen. Kehadiran virtual influencer sebagai representasi digital berbasis kecerdasan buatan mengkreasi peluang strategis bagi perusahaan dalam menyampaikan pesan keberlanjutan, membangun kepercayaan konsumen, memperkuat keterlibatan emosional, dan mendorong perubahan perilaku konsumsi ramah lingkungan. Penelitian ini bertujuan untuk menganalisis bagaimana keterlibatan virtual influencer mentransformasikan praktik green marketing melalui perspektif kredibilitas influencer digital, komunikasi keberlanjutan, kepercayaan konsumen, dan perilaku lingkungan di era digital. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus untuk memahami pengalaman, persepsi, dan interpretasi konsumen terhadap komunikasi pemasaran hijau yang menggunakan virtual influencer pada platform media sosial. Data penelitian diperoleh melalui wawancara mendalam, observasi aktivitas digital, dan dokumentasi komunikasi merek terkait kampanye keberlanjutan. Analisis data dilakukan menggunakan perangkat lunak NVivo 15 melalui tahapan open coding, pengembangan kategori, analisis tema, pemetaan hubungan antar konsep, dan pembentukan model konseptual. Hasil pengolahan data NVivo 15 menunjukkan bahwa tiga tema utama, yaitu virtual influencer credibility, perceived authenticity, dan sustainability message quality, menjadi faktor pembentuk utama consumer trust. Kepercayaan konsumen selanjutnya berperan dalam meningkatkan keterlibatan emosional, kesadaran lingkungan, dan kecenderungan perilaku konsumsi berkelanjutan. Penelitian ini menghasilkan model konseptual transformasi green marketing berbasis virtual influencer yang menunjukkan bahwa aktor digital berfungsi sebagai media komunikasi promosi, instrumen strategis dalam membangun ekosistem pemasaran hijau berbasis hubungan, nilai keberlanjutan, dan pengalaman konsumen.

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