The Influence of Brand Image and Product Placement on Scarlett's Product Purchase Decision in Korea Today's Webtoon Drama through Purchase Interest as an Intervening Variable

Fitri Fadhila, Nur Hajati, Ridwan Basalamah

Abstract


This study aims to analyze the role of buying interest in mediating brand image and product placement on purchasing decisions. The sample of this research is Scarlett Whitening users who are in Malang City with the criteria of having watched the Korean drama Today's Webtoon. The sample in this study used a purposive sampling technique totaling 80 respondents. The data analysis method is descriptive quantitative. Quantitative analysis was performed using SmartPLS. In this study get the result that. Brand image has a significant effect on purchase intention, product placement has a significant effect on purchase intention, brand image has a significant effect on purchase decisions, product placement has no significant effect on purchase decisions, purchase intention has a significant effect on purchase decisions, brand image has a significant effect on purchase decisions through interest purchase, product placement has no significant effect on purchasing decisions through buying interest


Keywords


Brand image; product placement; buy interest; buying decision

Full Text:

PDF

References


Abidin, Z. (2019). Hubungan Antara Tayangan K-Drama di Televisi dengan Perilaku pada Anak Remaja dalam mengimitasi Korean Fashion.Komunika: Jurnal Dakwah dan Komunikasi. 13 (1). http://ejournal.uinsaizu.ac.id/index.php/komun ika/article/view/2075

Agung,bayu dan Deisa.(2020). Pengaruh Penempatan Produk Di Film/DramaKoreaterhadap Keputusan Pembelian, Dimediasi Oleh Minat Beli BrandSamsung.jurnal ekonomak.6 (03), hal 38-46

Belch,dan Belch, Michael A. (2007). Advertising and Promotion : An IntegratedMarketing. New York: McGraw-Hill.

Ernawati, Reni dan Anastasia dan Jenji.(2021). Analisis Pengaruh Promosi, Harga,dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal. 4 (02), hal 200-2018

Harahap, N.M., (2019) Pengaruh Model The Power of Two TerhadapKemampuan Menginterprestasikan Unsur Instrinsik Drama Pada SiswaKelas VIII SMP Swasta Pelita Medan Tahun Pembelajaran 2019/2022.Skripsi

Kotler,.Philip dan Keller. (2008). Manajemen Pemasaran. Edisi Ketigabelas.

Kotler, P, Bowen, J.T & Makens, J. (2014). Marketing for Hospitality andTourism: Sixth Edition. London: Pearson Education Limited.

Kotler, Philip., Keller, Kevin L. (2013). Manajemen Pemasaran, Jilid Kedua,.Jakarta: Erlangga

Malhotra, Naresh. (2014). Basic Marketing Research. Pearson Education: England.

Mirza, Sofia dan Edy kusnaedi dan siti.(2022). Pengaruh Keragaman Produk, Kualitas Layanan Terhadap Keputusan Pembelian Konsumen ShopeePada Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh

Situbondo Dengan Minat Beli Produk Fashion Muslim Sebagai VariabelIntervening. Jurnal mahasiswa entrepreneur. 1 (02), hal 256-271

Muhammad, Rezki Armamnda.(2018). Pengaruh Product Placement TerhadapPurchase Intention dengan Brand Awareness Sebagai Variabel Mediasi(Studi Pada Smartphone Lenovo dalam Film Ada Apa Dengan Cinta?2).Skripsi Ekonomi dan Bisnis Universitas Brawijaya.

Peronika, nopera dan Junaidi dan Yadi Maryadi. (2020). Pengaruh Brand Image Terhadap Minat Beli Produk Kosmetika Wardah Di Kota Pagar Alam (Studi Pada Masyarakat Pengguna Kosmetika Wardah Di Kecamatan Pagar Alam Utara Kota Pagar Alam). Jurnal Ekonomia. 10 (01), hal 83-93

Rohimah, Nur Mailidah. (2021). Pengaruh Brand Image, Content Marketing, DanKepercayaan Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Produk Sabun Pemutih Gluta Collagen Soap. Skripsi Manajemen Universitas Negeri Sunan Ampel

Rosa. (2022), Pengaruh citra merek, kualitas produk, dan promosi terhadap minat beli produk, dengan di mediasi oleh electronic word of mouth (E-WOM) pada produk perawatan kulit Scarlett Whitening. Skripsi Manajemen

Sanata Dharma, Rumaidhani, Deny,Siti dan Abdul Haeba. (2022). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Pada Mc Donald’s Di Palmerah Jakarta Barat. Jurnal lentera bisnis. 11 (02), hal 102-108

Russel, C.A. (1998). Toward a Framework of Product Placement: Theoretical Propositions, in Advances in Consumer Research, vol. 25, Joseph W. Alba and J Wesley Hutchinson, eds., Provo, UT: Association for Consumer Research, 357-362

Sari, Saidah Putri. (2020). Hubungan Minat Beli Dengan Keputusan PembelianPada Konsumen.jurnal psikoborneo.8(01), hal 147-155

Steven dan Ratih Hasanah. (2018). Pengaruh Product Placement Terhadap BrandAwareness “BMW” Pada Film Mission Impossible: Fallout. JurnalScriptura. 8 (02), hal 75-82

Syifa,Muhammad syafarozi dan Zainal Abidin dan Rastri Kusumaningrum. 2022.Product Placement : Brand Awareness Kopiko Pada Drama Korea

Sugiyono. (2011). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung:Alfabeta.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif R&D. Ke-19. Bandung:Alfabeta.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&B. Bandeng:Alfabeta

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&B. Bandeng:Alfabeta

Pusparisa Yosepha.2020. Berkah Ekonomi Korea Dari Demam Drakor Saat

Pandemi.https://katadata.co.id/muhammadridhoi/analisisdata/5fc1e1a0e4d3d/berkah-ekonomi-korea dari-demam-drakor-saat-pandemi

Vincenzo. Jurnal Ilmu Pengetahuan Sosial. 9 (07), hal 2583-2592.

Widyanti (2019), pengaruh product placement Sprite dalam tayangan video klip




DOI: https://doi.org/10.33258/birci.v6i2.7590

Article Metrics

Abstract view : 13 times
PDF - 5 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.