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All Journal Primanomics : Jurnal Ekonomi & Bisnis KABILAH : Journal of Social Community Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Sketsa Bisnis Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Jurnal Pengabdian Al-Ikhlas Bisman (Bisnis dan Manajemen): The Journal of Business and Management Journal of Management and Bussines (JOMB) Soeropati: Journal of Community Service AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis AKADEMIK: Jurnal Mahasiswa Humanis Triwikrama: Jurnal Ilmu Sosial Impressive: Journal of Education Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Miftahul Huda
Universitas Yudharta Pasuruan
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi

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Analisis Pengaruh Product Placement Pada Produk Kopi Luwak Dalam Sinetron “Ikatan Cinta” Terhadap Brand Awareness Melalui Brand Recall Winda Nur Fauzia; Miftahul Huda
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol 5, No 1 (2022): JIMEK VOLUME 5 NO 1 2022 (JULI)
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (663.555 KB) | DOI: 10.30737/jimek.v5i1.2038

Abstract

Marketing can be done through electronic media, one of which is TV. What is currently seen is that a promotion is carried out using a product placement strategy. The purpose of this study was to determine the effect of brand recall which is used as an intervening variable in the relationship between Kopi Luwak product placement in the soap opera, the bond of love to brand awareness. The number of samples in this study as many as 160 respondents who became viewers of the soap opera bond of love from teenagers to adults and domiciled in Pasuruan City. In this study using path analysis as an analytical technique. After doing this research, the results show that product placement has a positive and significant effect on brand awareness, product placement also has a significant positive effect on brand recall and brand recall is not able to function as an intervening variable between the relationship between product placement and brand awareness
Co-Authors Akhmad Baihaqi Any Urwatul Wutsqo Bagus Hari Sugiharto Fitri Anisa Imamuddin Imamuddin Irfan Maulana Khusnul Khotimah Laela Hidayati Laili Hidayatul Isfillah Lukman Hakim M. Dayat Maslikhatul Uriva C Muhammad Fu'ad Muhammad Imron Rosadi Nabila Eka Fitri Azzahra Nisya Wahyu Lestari Nofa Ayu Prihastuti Nova Prihastuti Nur Afifah Nur Lailatul Fadilah Rosa Silma Nubaila Safitri Laily Mufida Winda Nur Fauzia