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

DOI

10.2991/aebmr.k.200127.036How to use a DOI?

Keywords

product placement, brand awareness, purchase interest

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.)

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - E. Pancaningrum
AU  - T. Ulani
PY  - 2020
DA  - 2020/01/31
TI  - The Effect of Product Placement on Customer Interests in Mediation by Brand Awareness
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 177
EP  - 182
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.036
DO  - 10.2991/aebmr.k.200127.036
ID  - Pancaningrum2020
ER  -