Purba, Andrew Bima Markus (2018) Pengaruh Product Placement Samsung Dan Brand Awareness Terhadap Purchase Intention (Studi Kasus Pada Penonton Film Batman V Superman : Dawn Of Justice Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh product placement dan brand awareness terhadap purchase intention pada konsumen Samsung di kota Malang. Penelitian ini menggunakan metode kuantitatif dan teknik yang digunakan dalam pengambilan sampel adalah non probability sampling jenis purposive sampling. Metode pengumpulan data menggunakan kuisioner dengan skala model Likert yang mengukur variabel independen (product placement dan brand awareness) dan variabel dependen (purchase intention). Sampel yang digunakan berjumlah 110 responden yang pernah menonton film Batman V Superman : Dawn Of Justice dan berlokasi di Kota Malang. Berdasarkan hasil penelitian ini menunjukkan bahwa product placement dan brand awareness berpengaruh signifikan terhadap purchase intention. Pada uji t diperoleh hasil product placement (X1) dan brand awareness (X2) berpengaruh signifikan secara parsial terhadap purchase intention (Y). Variabel product placement dominan berpengaruh terhadap purchase intention. Pada penelitian ini diketahui koefisien determinasi (adjusted R ) sebesar 0,513 yang artinya bahwa 51,3% variabel Purchase Intention akan dipengaruhi oleh variabel independen, yaitu product placement dan brand awareness. Sedangkan sisanya 48,7% variabel purchase intention akan dipengaruhi oleh variabel-variabel yang lain yang tidak dibahas dalam penelitian ini.
English Abstract
This study aims at examining the effect of product placement and brand awareness on purchase intention of Samsung consumers in Malang city. This research applies quantitative method. The samples, which are purposively selected by non-probability sampling technique, consist of 110 respondents who have watched Batman V Superman: Dawn of Justice movie`and lived in Malang city. The results of the study indicate that the product placement and brand awareness significantly influence the purchase intention. The t-test indicates that product placement (X1) and brand awareness (X2) have significant partial effect on purchase intention (Y). The product placement variable dominantly affects the purchase intention. The determination coefficient (adjusted-R) is equal to 0.513 indicating that 51.3% purchase intention is influenced by the dependent variables, i.e. product placement and brand awareness. Meanwhile, the remaining 48.7% purchase intention variable is influenced by other factors not discussed in this study
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/303/051807759 |
| 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: | 10 Sep 2019 03:02 |
| Last Modified: | 20 Oct 2021 04:47 |
| URI: | http://repository.ub.ac.id/id/eprint/164174 |
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