ANALISIS PENGARUH PENEMPATAN PRODUK TERHADAP MINAT BELI DENGAN KESADARAN MEREK SEBAGAI VARIABEL MEDIASI

Dea Tanti Saftiri, Dian Marlina Verawati, Ivo Novitaningtyas

Abstract


Based on a survey conducted by LOWE Indonesia, 53% of Indonesian viewers zipped during ad serving. Therefore, a better promotion strategy is needed so that companies can still promote their products and viewers can watch their shows without any interruptions. The promotional strategy used by Samsung is in the form of product placement or produc t placement within the plot of a drama or story. This study aims to determine the effect of product placement on purchase intention with brand awareness as a mediating variable in the Korean drama "Big Mouth". This study used 114 respondents. The data analysis used was multiple linear regression analysis, partial t test and mediation test using the Sobel test. The results of this study indicate that there is a significant effect of product placement on brand awareness and purchase intention. Then there is no significant influence of brand awareness on purchase intention so that the mediation test shows that brand awareness cannot mediate the relationship between product placement and purchase intention. Based on the results of the company's research, Samsung needs to increase promotion through product placement or product placement in Korean dramas.

 

Keywords: Product Placement, Brand Awareness, Purchase Intention

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