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The Effect of Product Placement on Customer Interests in Mediation by Brand Awareness

14 citations0/0 files storedInternational Symposium on Management (INSYMA)

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This research is motivated at this time a lot of product advertisements placed in a soap opera.The test of this study is to determine the effect of product placement on consumer buying interest and brand awareness as a mediating variable.The sample in this study was 100 respondents loyal viewers of the soap opera holy SCTV in the village of Kauman Ngoro Jombang.The instruments in this study used a questionnaire and were analyzed using SEM-PLS analysis.The results of this study indicate that product placement can significantly influence consumer purchase interest and brand awareness is a partial mediator between product placement and buying interest of CintaSuci soap opera audience on SCTV.)

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2014A primer on partial least squares structural equation modeling (PLS-SEM)1991Managing Brand Equity

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2022Product Placement in Filipino Films: An approach to Consumer Purchasing Intention 2023The Effect of Product Placement on Consumer Buying Interest with Brand Awareness as a Mediating Variable

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