Pengaruh Daya Tarik Iklan Dan Penempatan Produk Terhadap Kesadaran Merek Grab di Acara Indonesian Idol 2018
DOI:
https://doi.org/10.32493/jpkpk.v3i1.3621Keywords:
Penempatan Produk, Kesadaran Merek, Niat MembeliAbstract
Penelitian ini bertujuan untuk mengetahui apakah penempatan produk berpengaruh positif terhadap kesadaran merek, apakah penempatan produk berpengaruh positif terhadap niat beli dan apakah kesadaran merek berpengaruh positif terhadap nniat beli di Acara Indonesian Idol 2018. Penelitian ini dilakukan dengan metode penelitian kuantitatif melalui kuesioner online. Penelitian ini menggunakan metode purposive sampling dan ditujukan pada responden yang pernah menonton Indonesian Idol 2018. Penelitian ini terdiri dari 154 responden. Data dianalisis menggunakan pemodelan persamaan struktural. Hasil penelitian menunjukkan bahwa ada dua hipotesis yang didukung dan satu hipotesis yang tidak didukung. Penelitian ini menyimpulkan bahwa ada pengaruh positif dari penempatan produk dan kesadaran merek, tidak ada pengaruh positif dari penempatan dan niat beli produk, dan ada pengaruh positif dari kesadaran merek dan niat beli.References
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