Ariq, Muhammad and Prof. Dr.Astrid Puspaningrum, (2022) Pengaruh Product Placement Pada Drama Korea Dan Electronic Word Of Mouth (Ewom) Terhadap Purchase Intention (Studi Pada Subway Jakarta Selatan). Sarjana thesis, Universitas Brawijaya.
Abstract
Industri kuliner saat ini telah mengalami perkembangan yang sangat cepat, dengan di dukung perkembangan teknologi dan informasi semakin mudah bagi perusahaan untuk mengembangkan bisnis. Pada awal pembukaan Subway di Indonesia, antusiame masyarakat sangat tinggi. Di era digital saat ini product placement merupakan salah satu strategi yang dianggap efektif dalam menarik minat masyarakat terhadap suatu brand, begitu juga dengan eWOM yang dapat menjadi sarana untuk mendapatkan informasi yang disebarkan oleh masyarakat mengenai suatu brand. Penelitian ini dilakukan untuk mengetahui pengaruh product placement pada drama korea dan eWOM terhadap purchase intention Subway di Jakarta Selatan. Jenis penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Sampel yang digunakan adalah 120 responden dengan ketentuan minimal berusia 17 tahun, pernah menonton drama korea, memiliki akses internet dan sosial media, dan belum pernah membeli produk Subway. Analisis data penelitian ini menggunakan SmartPLS 3.0. Berdasarkan hasil pengujian dari kedua hipotesis, dapat disimpulkan bahwa: (1) Product placement pada drama korea dapat berpengaruh positif terhadap Purchase intention Subway, (2) eWOM berpengaruh positif terdahap Purchase intention Subway.
English Abstract
The culinary industry has grown rapidly, supported by the development of technology and information, it’s become easier for companies to develop business. At the opening of Subway Indonesia, the public enthusiasm was very high. In digital era, product placement is one of the marketing strategy that is considered effective in attracting public interest in a brand, as well as with eWOM which can be a media to get information delivered by the public about some brand. This study was conducted to determine the effect of product placement in Korean drama and eWOM on purchase intention of Subway in South Jakarta. This type of research is a quantitative. The sampling technique used a non-probability sampling and purposive sampling method. The sample used was 120 respondents with a minimum age requirement minimum 17 years old, have watched Korean drama, have an access to internet and social media have never bought Subway products. Data analysis using SmartPLS 3.0. Based on the testing of the two hypotheses, it can be said that: (1) Product placement in Korean drama has a positive effect on Subway Purchase intention, (2) eWOM has a positive effect on Subway Purchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020452 |
| Uncontrolled Keywords: | Product Placement, eWOM , Purchase intention, Product Placement, eWOM , Purchase intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Jul 2023 02:06 |
| Last Modified: | 18 Jul 2023 02:06 |
| URI: | http://repository.ub.ac.id/id/eprint/201919 |
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