Armanda, Muhammad Rizky (2018) Pengaruh Product Placement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi (Studi Pada Smartphone Lenovo Dalam Film Ada Apa Dengan Cinta?2). Sarjana thesis, Universitas Brawijaya.
Abstract
Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh product placement terhadap purchase intention yang dimediasi oleh brand awareness, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabelvariabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 110 responden yang telah menonton film Ada Apa Dengan Cinta?2 dengan menggunakan teknik non-probability sampling. Uji hipotesis dilakukan menggunakan uji t dan uji Sobel test. Analisis data menggunakan Partial Least Squares (PLS) dan dibantu oleh software SmartPLS 2.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel product placement berpengaruh positif dan signifikan terhadap brand awareness smartphone Lenovo. Variabel product placement berpengaruh positif dan signifikan terhadap purchase intention pada smartphone Lenovo. Variabel brand awareness berpengaruh positif dan signifikan terhadap minat beli konsumen pada smartphone Lenovo. Variabel product placement berpengaruh positif dan signifikan terhadap purchase intention pada smartphone Lenovo yang dimediasi oleh brand awareness.
English Abstract
This research is aimed at determining and analyzing the direct and indirect effect of product placement on purchase intention mediated by brand awareness as the intervening variable. This explanatory research explains the causal relationship between variables through hypothesis testing. Through non-probability sampling carried out on people who ever watched Ada Apa Dengan Cinta?2 before, this research has selected 110 respondents as the sample. The hypothesis testing is done using t test and Sobel test. The data are analyzed using Partial Least Squares (PLS), supported by Smart PLS 2.0. Based on the four hypotheses, it can be concluded that the variable of product placement has a positive and significant effect on the variable of brand awareness of Lenovo Smartphone. The variable of product placement has a positive and significant effect on purchase intention. The variable of brand awareness has a positive and significant effect on customer’s intention to purchase. The variable of product placement has a positive and significant impact on consumer’s intention to purchase mediated by brand awareness.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/475/051809826577 |
| Uncontrolled Keywords: | Product Placement, Brand Awareness, Purchase Intention, Product Placement, Brand Awareness, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jun 2019 03:19 |
| Last Modified: | 20 Oct 2021 06:45 |
| URI: | http://repository.ub.ac.id/id/eprint/162967 |
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