The Effect Of Product Placement And Brand Awareness To Consumer’s Purchase Intention

Oleh :
Anindya Tejo Martoyo - S4106065 - Fak. Ekonomi dan Bisnis

Product Placement placed the branded product into a movie and makes it the integral part of the story. Advertisers did this in order to avoid consumer tendency to switch channel whenever the commercial break is on. This research aim to measure purchase intention of consumer after being exposed to product placement. This research is conducted using Least Square Method with ANOVA test. There are 3 variables. Product Placement and Brand Awareness both are being operated as independent variables, whilst Purchase Intention is being operated as dependent variables. The conclusion is that product placement and brand awareness are altogether significantly influencing consumer’s purchase intention. But product placement alone and brand awareness alone neither is significantly influencing purchasing intention.