Analisis Efek Product Placement dan Brand Awareness Terhadap Niat Beli

Abstract

The main motivation of this research is the results of advertising on TV survey by Lowe Indonesia that showed less effective in increasing the purchase. 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 products are Cross, which is one of the main sponsors of the television show. From the results of self administration questionnaires, 107 data obtained and then subsequently processed through 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 impact on buying intentions. These relations show that brand awareness acts as a mediating variable which mediate the impact of product placement on the intention to buy