JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Vol 5, No 1 (2022): JIMEK VOLUME 5 NO 1 2022 (JULI)

Analisis Pengaruh Product Placement Pada Produk Kopi Luwak Dalam Sinetron “Ikatan Cinta” Terhadap Brand Awareness Melalui Brand Recall

Winda Nur Fauzia (Universitas Yudharta Pasuruan)
Miftahul Huda (Universitas Yudharta Pasuruan)

Article Info

Publish Date
22 Jul 2022

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

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Journal Info
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Website

Abbrev

jimek

Publisher

Universitas Kadiri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ilmiah Mahasiswa Ekonomi (JIMEK) merupakan jurnal ilmiah yang berisi publikasi beberapa skripsi dan hasil penelitian mahasiswa Fakultas Ekonomi Universitas Kadiri yang berdasar dari teori Manajemen dan Ekonomi Pembangunan. JIMEK terbit setahun dua kali yaitu pada bulan Juli dan Desember. ...