Arthana, Gilang Hans and Dr. Ikhtiara Kaideni Isharina, S.E., M.M. (2023) Pengaruh Product Placement, Sponsor Event Fit , dan Brand Exposure terhadap Brand Awareness Teh Kotak (Studi Pada Penonton Indonesian Idol XII Di Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya perkembangan industri makanan dan minuman menyebabkan persaingan bisnis semakin ketat. Semakin bertambahnya jumlah produk dengan berbagai brand yang muncul di pasar membuat perusahaan perlu untuk mempertimbangkan faktor faktor yang dapat mempengaruhi brand awareness untuk memenangkan persaingan. Penelitian ini bertujuan untuk mengetahui pengaruh product placement, sponsor event fit dan brand exposure terhadap brand awareness Teh Kotak (studi pada penonton Indonesian Idol XII di Jawa Timur). Jenis penelitian ini adalah explanatory research dengan metode kuantitatif. Ukuran sampel yang digunakan sebanyak 160 responden, Pengambilan sampel menggunakan teknik purposive sampling dengan kriteria responden berusia minimal 17 tahun, berdomisili di Jawa Timur, dan pernah melihat iklan teh kotak dalam tayangan Indonesian Idol XII . Teknik analisis data menggunakan analisis regresi linier berganda dan diolah menggunakan bantuan program IBM SPSS versi 25. Hasil Penelitian ini menunjukkan bahwa (1) product placement berpengaruh positif dan signifikan terhadap brand awareness, (2) sponsor event fit berpengaruh positif dan signifikan terhadap brand awareness, dan (3) brand exposure berpengaruh positif dan signifikan terhadap brand awareness
English Abstract
The rapid development of food-and-beverage industry has increased the business competition intensity. The increasing number of food products with various brand requires companies to consider factors that affect brand awareness in their effort of winning the competition. The objective of this quantitative explanatory research is to identify the effects of product placement, sponsor-event fit, and brand exposure on the awareness of Indonesian Idol XII’s viewers in East Java toward Teh Kotak, a beverage brand. Using purposive sampling technique with the criteria of people with the minimum age of seventeen years who live in East Java and have watched Teh Kotak’s advertisement in the aired Indonesian Idol XII show, 160 people were selected as the respondents. The data was analyzed using multiple linear regression in IBM SPSS version 25. This study finds that (1) product placement positively and significantly influences brand awareness, (2) that sponsor-event fit positively and significantly affects brand awareness, and that (3) brand exposure also positively and significantly impacts brand awareness.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523020752 |
| Uncontrolled Keywords: | Product Placement, Sponsor Event Fit, Brand Exposure, Brand Awareness. |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 30 Jan 2024 08:15 |
| Last Modified: | 30 Jan 2024 08:15 |
| URI: | http://repository.ub.ac.id/id/eprint/214815 |
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