The Effect of Product Acceptability and Attitude Towards Product Placement Toward Purchase Intention of Scarlett Facial Whitening Products in the Audience of Korean Drama Reborn Rich
Abstract
Developments in the digital era now have a positive impact and can be utilized well. One beauty brand that pays
attention to effective marketing is Scarlett Whitening. In the current digitalization era, Scarlett Whitening's marketing
strategy does not only focus on its products, but by combining the online and offline worlds. One of the efforts made
to increase product acceptance of this brand, especially among kdrama lovers, is to implement a product placement
program on Korean dramas. The purpose of this study was to examine how the influence of Product acceptability and
Attitude Towards Product placement on Purchase Intention of Scarlet Whitening products in the audience of the
Korean drama Reborn Rich. The research method used is quantitative with a descriptive approach, using
nonprobability sampling techniques with a total of 103 respondents. Data collection was carried out by distributing
questionnaires to consumers who watched the Korean drama Reborn Rich. Data analysis was carried out using the
SEM-PLS method with the help of SmartPLS 3.2.9 software. The results of this study indicate that Product
acceptability has a positive and significant influence on Purchase Intention in the audience of the Korean Drama
Reborn Rich. In addition, Attitude Towards Product placement has a positive and significant influence on Purchase
Intention. The findings also show that Product acceptability has a positive and significant influence on purchase
intention mediated by Attitude Towards Product placement on Scarlet Whitening products in the Korean drama
Reborn Rich.
Keywords-product acceptability, attitude towards product placement, purchase intention
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