Aura Aditra Aryshinta, . (2026) STRATEGI KOMUNIKASI BRANDING BLIBLI MELALUI METAHUMAN SEBAGAI VIRTUAL BRAND AMBASSADOR DI INSTAGRAM. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The intense competition in the Indonesian e-commerce industry prompted Blibli to adopt artificial intelligence technology in the form of MetaHuman Lav Caca as a virtual brand ambassador on Instagram @bliblidotcom to mitigate audience fatigue and maintain brand safety. This study aims to analyze the design of this branding communication strategy, the construction of brand value meaning, and followers' perceptions of its credibility and engagement. Grounded in the constructivist paradigm, this study integrates Source Credibility Theory and Uncanny Valley Theory. The approach used is descriptive qualitative with a retrospective intrinsic case study method, in which the intrinsic approach focuses on understanding the uniqueness of the case in depth, while the retrospective approach reconstructs a phenomenon that has concluded, as this collaboration officially ended and only ran from April to September 2023. Data were collected through in-depth interviews (3 internal informants, 4 external informants), content observation (April - September 2023), and documentation, which were processed using NVivo 12 Pro software. The research findings indicate that the utilization of MetaHuman successfully captured visual attention at the top-of-funnel stage through the assimilation of Javanese dangdut local culture. However, this strategy failed to penetrate the middle-to-bottom funnel (sales conversion). The pursuit of visual perfection created contextual dissonance (a luxury gown in a kitchen setting) that eliminated emotional relatability (human soul). MetaHuman's personal credibility suffered an experiential collapse due to the lack of biological senses, shifting followers' trust to the institutional level through the legitimacy of the official verified blue-checkmark account. Consequently, organic engagement remained superficial, dominated by pragmatic motives of hunting for free staple food giveaways, which ultimately underpinned Blibli's strategic pivot decision to return to conventional human brand ambassadors. This study contributes to formulating the concept of the Credibility Gap (Uncanny Valley of Trust), in which AI status transparency successfully mitigates visual eeriness but triggers consumer skepticism toward review authenticity.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil: 2210422008] [Pembimbing 1: Ana Kuswanti] [Pembimbing 2: Kusumajanti] [Dosen Penguji 1: Yani Hendrayani] [Dosen Penguji 2: Yudie Aprianto] |
| Uncontrolled Keywords: | Branding Communication Strategy, MetaHuman, Virtual Brand Ambassador, Source Credibility, Credibility Gap. |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2) |
| Depositing User: | AURA ADITRA ARYSHINTA |
| Date Deposited: | 28 Aug 2026 02:44 |
| Last Modified: | 28 Aug 2026 02:44 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53735 |
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