Pengaruh Product Placement, Brand Awareness, dan Brand Image Terhadap Minat Beli Produk Scarlett (Studi Kasus Pada Drama Korea Today’s Webtoon Dikalangan Mahasiswa S1 Unisma)

Anissa Firda Nur Rohma (Universitas Islam Malang)
Rois Arifin (Universitas Islam Malang)
Muhammad Tody Arsyianto (Universitas Islam Malang)

E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02

Abstract This study aims to find out how the influence of Product Placement, Brand Awareness and Brand Image on Interest in Buying Scarlett's Products (Case Study on the Korean Drama Today's Webtoon Among Unisma Undergraduate Students). In this study, three independent variables were used, namely Product Placement, Brand Awareness and Brand Image and one dependent variable used, namely buying interest. The research data was collected through a questionnaire using a Likert scale of 1-5 which was tested using SPSS version 25. This research approach is associative with the intention to ask the relationship between two or more variables. This research is quantitative by using purposive sampling method as a sampling technique. A total of 90 respondents were selected as samples for this study. The results show that the Product Placement, Brand Awareness, and Brand Image variables have a positive and significant effect on buying interest simultaneously. Product Placement variable has a positive and significant effect on purchase intention partially, the Brand Awareness variable has a positive and significant effect on purchase intention partially, the Brand Image variable has a positive and significant effect on purchase intention partially. Keywords: Product Placement, Brand Awareness, Brand Image, Purchase Intention.