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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences E-JRM
Nur Hajati
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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The Influence of Brand Image and Product Placement on Scarlett's Product Purchase Decision in Korea Today's Webtoon Drama through Purchase Interest as an Intervening Variable Fitri Fadhila; Nur Hajati; Ridwan Basalamah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 2 (2023): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i2.7590

Abstract

This study aims to analyze the role of buying interest in mediating brand image and product placement on purchasing decisions. The sample of this research is Scarlett Whitening users who are in Malang City with the criteria of having watched the Korean drama Today's Webtoon. The sample in this study used a purposive sampling technique totaling 80 respondents. The data analysis method is descriptive quantitative. Quantitative analysis was performed using SmartPLS. In this study get the result that. Brand image has a significant effect on purchase intention, product placement has a significant effect on purchase intention, brand image has a significant effect on purchase decisions, product placement has no significant effect on purchase decisions, purchase intention has a significant effect on purchase decisions, brand image has a significant effect on purchase decisions through interest purchase, product placement has no significant effect on purchasing decisions through buying interest
Co-Authors Abdullah Faiq ABS, M Khoirul Afi Rachmat Slamet Ahmad Busthami Ali Hasanudin Anca Dwiki Cahya Basalamah, Muhammad Ridwan Beny Pradana Diana Hakikah FITRI FADHILA Kuncoro Raharjo M Hufron Muhammad Azmil Nazar Nike Linnanda Dwi Putri Nur Wulan Putri Lestari Siti Asiyah siti rodiah