Year: 2020
Type: conference-paper
Study design: Observational Study
Abstract: This research is motivated at this time a lot of product advertisements placed in a soap opera.The test of this study is to determine the effect of product placement on consumer buying interest and brand awareness as a mediating variable.The sample in this study was 100 respondents loyal viewers of the soap opera holy SCTV in the village of Kauman Ngoro Jombang.The instruments in this study used a questionnaire and were analyzed using SEM-PLS analysis.The results of this study indicate that product placement can significantly influence consumer purchase interest and brand awareness is a partial mediator between product placement and buying interest of CintaSuci soap opera audience on SCTV.)
Authors: E. Pancaningrum, T. Ulani
Institution: Institut Teknologi dan Bisnis PGRI Dewantara Jombang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W3006366646