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All Journal Research Report - Social Science Jurnal Bisnis Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat JURNAL ILMU MANAJEMEN DAN BISNIS AdBispreneur Liquidity: Jurnal Riset Akuntansi dan Manajemen SEIKO : Journal of Management & Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Sketsa Bisnis Jurnal Bisnis Darmajaya JURNAL LENTERA BISNIS Kumawula: Jurnal Pengabdian Kepada Masyarakat Journal of Enterprise and Development (JED) Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik Islamic Banking : Jurnal Pemikiran dan Pengembangan Perbankan Syariah Jurnal Akuntansi Keuangan dan Bisnis PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Dian Fordian
Department Of Business Administration Science Faculty Social And Political Sciences University Of Padjadjaran
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : SEIKO : Journal of Management

 1 
The Influence Of Influencer Marketing And Product Placement On Teh Botol Sosro’s Brand Awareness Wibowo, Aldrian; Herawaty, Tetty; Fordian, Dian
SEIKO : Journal of Management & Business Vol 4, No 3 (2022)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v7i1.6905

Abstract

The Fast Moving Consumer Goods (FMCG) industry, especially the ready-to-drink packaged tea beverage industry, has experienced development from year to year. The development of this industry is marked by an increase in consumption volume and also the number of brands competing in this industry. One of the competing brands in this market is Teh Botol Sosro. Teh Botol Sosro, which competes fiercely with other brands, is making various efforts to increase brand awareness amidst this intense competition. The efforts made by Teh Botol Sosro are using influencer marketing by choosing Nex Carlos as its partner, as well as implementing promotions through product placement on Nex Carlos content that was uploaded on various platforms. This research aims to determine the influence of influencer marketing and product placement on brand awareness of Teh Botol Sosro. The object of this research is influencer marketing and product placement as dependent variables. The sampling technique used in this research is non-probability sampling, namely purposive sampling. The sample in this study consisted of 100 respondents with the criteria being that they had watched Nex Carlos content which included the Teh Botol Sosro product on the content. This research uses multiple linear regression analysis. The results of this research reveal that there is an influence between influencer marketing and product placement on brand awareness, both simultaneously and partially.
Co-Authors Agus Taryana Ahmad Zaki Alaziz, Fujifar Anggun Fakhirah Anne Angelia Ramadiawati Arianis Chan Arif Sugiono Azis, Esa Amirul Bambang Hermanto Bambang Hermanto Eriyanti, Susi Erna Maulina Esa Amirul Azis Fadhila Hana Martaputri Farisadri Fauzan Firda Deviyana Rizki Hanna Audrey Lavinia Hilda Leilani Masniarita Pohan Ilham Gemiharto Ivan Yulivan Iwan Sukoco Judith Felicia Pattiwael Irawan Kamil, Annita Maharani Lavinia, Hanna Audrey Linda Kurniawati Margo Purnomo Margo Purnomo Mohammad Benny Alexandri Muhammad Ikhlas Dharma Nur Dina Petrus Canisius Suroso R. Anang Muftiadi Ratna Meisa Dai, Ratna Meisa Rendra Rianto Ria Arifianti Rianto, Rendra Rivani . Rusdin - Rusdin . Sandjaya, Teguh Sembiring, Diva Imanuela Sharon Wang Sudarto, Syahrial Maulana Suhal Kusairi Suryanto Suryanto Tetty Herawaty Tetty Herawaty, Tetty Tiara, Shofi Wibowo, Aldrian Yayan Nuryanto