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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
David Saerang
Universitas Sam Ratulangi Manado
Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT PLACEMENT AND INFLUENCER MARKETING TOWARDS BRAND AWARENESS IN MANADO Jenefien Eddon Lydda; David Saerang; Fitty V. Arie
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (606.813 KB) | DOI: 10.35794/emba.v11i1.45658

Abstract

Product Placement and Influencer Marketing are types of marketing strategy that uses media such as Movies and TV Shows and also social media. The product will be promoted throughout the show and also through famous influencer in order for the brand to gain more recognition. Brand awareness are customers’ ability to recall and to use the product from a certain brand after seeing them and to buy them in the future. This paper consists of study on Generation Z’s behavior especially for the awareness of the brand through product placement that appears on Movies and TV Shows and also Influencer Marketing across social media platform. The result was taken from 100 Generation Z who lives in Manado and have interest on Movies and TV Shows along with influencers on social media. According to the findings, the people found that product placement has a significant impact towards the awareness of the brand and that influencers marketing has less impact due to the lack of trust that they have on the review that was done by the influencers.    Keyword: product placement, influencer marketing, brand awareness
Co-Authors Fitty V. Arie Jenefien Eddon Lydda