NATHANIA, GLADYS LUGRACIA (2023) PENGARUH PRODUCT PLACEMENT SCARLETT WHITENING DALAM DRAMA ”TODAY’S WEBTOON” TERHADAP MINAT BELI DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
Today's lifestyle requires a person to pay more attention to self appearance, so beauty products continue to develop into various types that are tailored to consumer needs. In
2021, Indonesia’s people trusted local products for their body care products, namely Scarlett Whitening. A large number of beauty brands in Indonesia means that
companies must have the right strategy as the main guideline for their marketing activities. Many companies use their marketing strategy through product placement in
Korean dramas. Product placement can increase brand awareness of a product which the buying process will follow. Scarlett Whitening beauty products also use this
strategy by advertising its products in a Korean drama entitled Today's Webtoon. This study aimed to analyze the effect of Scarlett Whitening's product placement in the
drama "Today's Webtoon" on buying interest with brand awareness as an intervening variable. This research utilizes a quantitative method with explanatory research. The
sampling procedure employed is non-probability sampling using purposive sampling technique. The study was conducted on 272 respondents who had watched the drama
Today's Webtoon and used Scarlett Whitening products. This research uses primary data and the survey collects data through Google Forms. The type of research used is
the quantitative method and explanatory research with the path analysis method. Hypotheses are tested using T-Test and Sobel Test. The results of this study indicate
that product placement has a positive and significant effect on purchase intention with brand awareness as the intervening variable. Keywords: product placement, purchase intention, brand awareness
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:01 |
| Last Modified: | 25 Oct 2024 02:01 |
| URI: | http://repository.machung.ac.id/id/eprint/208 |
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