Ethika, Vindha Fajar (2022) Pengaruh Product Placement Kopiko Dalam Drama Korea Terhadap Minat Beli (Purchase Intention) Melalui Brand Awareness Sebagai Variabel Mediasi (Studi Kasus Penonton Drama Korea Vincenzo Dan Hometown Cha-Cha-Cha Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological developments, especially in the media industry, accelerated the development of Korean culture in Indonesia, one of which also occurred in the city of Surabaya, where public enthusiasm for Korean culture can be seen through the enthusiasm of Korean Drama fans. This study was conducted with the aim of analyzing the effect of Kopiko's Product Placement in Korean Dramas on Purchase Intention through Brand Awareness as a Mediation Variable. This research is a type of research that uses quantitative methods accompanied by a descriptive approach. The population in this study is the people of Surabaya who have watched the Korean drama "Vincenzo" or "Hometown Cha-cha-cha", then the number of samples taken is 100 respondents. The technique used for sampling is the non-probability sampling method, especially the purposive sampling technique. The technique for data analysis in this study uses Path Analysis. The purpose of this study was to determine the positive and significant effect of Product Placement on Coffee Buying Interest in Surabaya, to determine the positive and significant effect of Product Placement on Brand Awareness of Kopiko products in Surabaya, secondly to determine the existence of a positive and significant influence of Brand Awareness of Kopiko's Purchase Intention in Surabaya, and to find out the positive and significant influence between Product Placement on Kopiko's Purchase Intention in Surabaya through the Brand Awareness variable. Keywords : Product Placement,Purchase Intention,Brand Awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Vindha fajar ethika | ||||||||
| Date Deposited: | 07 Mar 2024 03:30 | ||||||||
| Last Modified: | 07 Mar 2024 03:30 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8580 |
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