PENGARUH PRODUCT PLACEMENT TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA PRODUK REALFOOD JELLY DALAM VARIETY SHOW GOING SEVENTEEN)

Irna Suryani, Ni Putu
Putri Prawitasari, Putu
Ratih Nurmalasari, Made
Ayu Tirtayani, I Gusti

Jurnal Bina Bangsa Ekonomika
Vol. 18 No. 1 (2025): Jurnal Bina Bangsa Ekonomika (JBBE)

This research purpose is to determine the effect of product placement on purchase intention through brand awareness as a mediating variable for a case study in the Realfood Jelly product at the Going Seventeen Variety Show. This research uses the S-O-R theory, which states that a response will be obtained when an individual receives stimulus from the media. Product placement in this research as a stimulus and purchase intention as a response. The population in this research is residents of Denpasar city as internet users, especially the YouTube application. The sample of the research there was 112 respondents used purposive sampling technique. The type of data used is quantitative data with data collection method through distributing questionnaires. The data analysis used is Structural Equation Model ─ Partial Least Square (SEM-PLS). The results of this research are (1) product placement variable has a positive and significant effect on purchase intention, (2) The product placement variable has positive and significant effect on brand awareness, (3) The brand awareness variable has positive and significant effect on purchase intention, and (4) The brand awareness as a mediates variable output is positive and significantly between product placement to purchase intention.