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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pendidikan Ekonomi (JURKAMI)
Sonja Andarini
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Economics, Econometrics & Finance Education Social Sciences

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PENGARUH PRODUCT PLACEMENT KOPIKO TERHADAP PURCHASE INTENTION MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI Vindha Fajar Ethika; Sonja Andarini; Rusdi Hidayat Nugroho; Budi Prabowo
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 7, No 2 (2022): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v7i2.1749

Abstract

The increasing number of viewers for Korean dramas is an opportunity for companies to collaborate and promote and advertise their products. South Korean companies take advantage of the popularity of Korean dramas to advertise their products by including products in dramas. This study aims to analyze and examine the effect of placing Kopiko candy products in Korean dramas on buying interest with brand awareness as a mediating variable. This research is included in the type of quantitative research through a descriptive approach. The population that is the target of this research is the people of Surabaya who have watched or been exposed to the Korean drama “Vincenzo” and or “Hometown Cha-cha-cha”, from that population, 100 samples of respondents were taken. For the sampling technique, the researcher uses a purposive sampling technique which is included in the non-probability sampling method. Meanwhile, in the data analysis technique, the researcher used path analysis techniques, Sobel hypothesis testing techniques and t-test. The research that has been done has concluded that there is a positive and significant influence between Product Placement on Kopiko's Purchase Intention in Surabaya through the Brand Awareness variable.
Pengaruh Brand Experience dan Perceived Usefulness terhadap Brand Loyalty pada Layanan Spotify Premium di Kota Surabaya Rizka Ananda Rumiris Panjaitan; Sonja Andarini
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.9984

Abstract

Tujuan dari penelitian ini adalah untuk mengidentifikasi dan menganalisis pengaruh brand experience dan perceived usefulness terhadap brand loyalty pada pengguna Spotify Premium di Kota Surabaya. Populasi penelitian terdiri dari pengguna aktif Spotify Premium berusia 18-45 tahun yang berdomisili di Kota Surabaya, dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling. Data yang terkumpul diuji menggunakan metode uji statistik deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik (uji normalitas, uji multikoliniearitas, uji autokorelasi, dan uji heterokedastisitas), uji regresi linier berganda, dan uji hipotesis dengan bantuan perangkat lunak SPSS 26. Berdasarkan hasil uji ditemukan bahwa hasil analisis uji F (simultan) menunjukkan bahwa brand experience (X1) dan perceived usefulness (X2) secara simultan atau bersama-sama berpengaruh signifikan terhadap brand loyalty (Y). Selanjutnya, hasil uji t (parsial) menunjukkan bahwa brand experience (X1) memiliki pengaruh signifikan terhadap brand loyalty (Y) begitu juga perceived usefulness (X2) memberikan pengaruh signifikan terhadap brand loyalty (Y) pada layanan Spotify Premium. Hal ini menunjukkan bahwa semakin baik brand experience dan perceived usefulness maka akan meningkatkan brand loyalty pengguna Spotify Premium di Kota Surabaya.
Co-Authors Budi Prabowo Rizka Ananda Rumiris Panjaitan Rusdi Hidayat Nugroho Vindha Fajar Ethika