ANALISIS PENGARUH PRODUCT PLACEMENT DAN BRAND AWARENESS TERHADAP NIAT MEMBELI Kasus dalam Acara Televisi X-Factor

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ANALISIS PENGARUH PRODUCT PLACEMENT DAN BRAND AWARENESS TERHADAP NIAT MEMBELI Kasus dalam Acara Televisi X-Factor

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Title: ANALISIS PENGARUH PRODUCT PLACEMENT DAN BRAND AWARENESS TERHADAP NIAT MEMBELI Kasus dalam Acara Televisi X-Factor
Author: Ramadhika, Alda
Abstract: The influence of product placement as a means of promotion is growing, it is seen from the heavy use of product placement in television shows. Even so, its use is still limited in several television shows. This study was conducted to find out the influence of product placement on brand awareness and purchase intention on the television show. The primary data in this study were obtained from Widyatama University student perceptions about product placement in X-Factor Indonesia television show. The researched placement are Cross, which is one of the main sponsors of the television show. From the results of questionnaires, 103 data obtained and then subsequently processed using SPSS 17. The analysis technique used is the path analysis. The analysis showed that product placement have a positive and significant impact on brand awareness, but does not significantly affect the intention to buy. On the other hand, brand awareness has a positive and significant influence on buying intentions. Brand awareness acts as a mediating variable that increases the influence of product placement on the intention to buy.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/4725
Date: 2013


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COVER.pdf 155.1Kb PDF View/Open
ABSTRAK.pdf 181.8Kb PDF View/Open
KATA PENGANTAR.pdf 206.9Kb PDF View/Open
DAFTAR ISI.pdf 181.5Kb PDF View/Open
DAFTAR GAMBAR.pdf 178.1Kb PDF View/Open
DAFTAR TABEL.pdf 174.5Kb PDF View/Open
BAB I.pdf 224.8Kb PDF View/Open
BAB II.pdf 458.1Kb PDF View/Open
BAB III.pdf 254.2Kb PDF View/Open
BAB IV.pdf 609.6Kb PDF View/Open
BAB V.pdf 188.1Kb PDF View/Open
DAFTAR PUSTAKA.pdf 225.2Kb PDF View/Open
LAMPIRAN.pdf 299.8Kb PDF View/Open

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  • Management [108]
    Koleksi Digital Tesis Program MM

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