ANALISIS PENGARUH PRODUCT PLACEMENT DAN BRAND AWARENESS TERHADAP NIAT MEMBELI Kasus dalam Acara Televisi X-Factor
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Thesis Magister Management Universitas Widyatama Bandung
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.
product placement, brand awareness, product placement