Pengaruh Product Placement Pond's Age Miracle Terhadap Brand Awareness Dan Purchase Intention Pada Aplikasi Viu

Arti Hanida Yasmin, Marheni Eka Saputri

Abstract

Abstrak Penelitian ini dilatarbelakangi oleh permasalahan terkait Product Placement, Brand Awareness dan Purchase Intention POND’S Age Miracle. Berdasarkan hasil pra survey, secara keseluruhan POND’S Age Miracle belum sepenuhnya memiliki Product Placement, Brand Awareness dan Purchase Intention pada POND’S Age Miracle. dengan baik Penelitian ini bertujuan untuk mengetahui pengaruh Product Placement POND’S Age Miracle terhadap Brand Awareness dan Purchase Intention pada aplikasi Viu. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling jenis Purposive Sampling, dengan jumlah responden sebanyak 100 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis jalur (Path Analysis). Berdasarkan hasil analisis deskriptif Product Placement, Brand Awareness dan Purchase Intention secara keseluruhan berada dalam kategori baik. Hasil teknik analisis jalur menunjukkan bahwa secara simultan dan signifikan variabel Product Placement, Brand Awareness secara bersama – sama berpengaruh terhadap variabel Purchase Intention, dan secara parsial variabel Product Placement berpengaruh secara signifikan terhadap variabel Brand Awareness, dan variabel Brand Awareness berpengaruh secara signifikan terhadap Purchase Intention. Kata Kunci : Product Placement, Brand Awareness dan Purchase Intention

Abstract This research was motivated by problems related to Product Placement, Brand Awareness and Intention of Purchasing POND Miracle Age. Based on the survey results, overall POND's Age Miracle does not fully have Product Placement, Brand Awareness and Purchase Intention at POND's Age Miracle. well This study aims to study the effect of POND's Miracle Age Product Placement on Brand Awareness and Purchase Intention in the Viu application. This study uses a quantitative method with a type of descriptive and causal research. Sampling is done by non probability sampling type Purposive Sampling, with the number of respondents as many as 100 people. The data analysis technique uses descriptive analysis and path analysis. Based on the results of descriptive analysis of Product Placement, Brand Awareness, and Purchase Intention. Product Placement Variables, Brand Awareness, and Product Placement Variables, and Partial Variables, Product Placement, significantly on Brand Awareness variables, and Brand Awareness variables related significantly to Purchase Intentions. . Keywords : Product Placement, Brand Awareness and Purchase Intention

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