PENGARUH SPONSOR-PROGRAM CONGRUENCE DAN PRODUCT PLACEMENT TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION: ANALISIS EMPIRIS DALAM KONTEKS SPONSORSHIP DRAMA KOREA

YOUANA AGUSTINA LOPIES, . (2021) PENGARUH SPONSOR-PROGRAM CONGRUENCE DAN PRODUCT PLACEMENT TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION: ANALISIS EMPIRIS DALAM KONTEKS SPONSORSHIP DRAMA KOREA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Sponsorship dianggap sebagai salah satu strategi pemasaran antara perusahaan dengan entitas yang disponsori. Perusahaan yang berinvestasi dalam sponsorship tidak jarang mengalami perkembangan yang pesat. Selain itu, product placement juga turut serta dalam hubungan persponsoran, seperti sponsorship antara Samsung sebagai perusahaan pemberi sponsor dengan drama Korea sebagai entitas atau program yang disponsori. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh sponsor-program congruence dan product placement terhadap brand awareness dan purchase intention smartphone Samsung di Indonesia dalam konteks sponsorship drama Korea. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel melalui pengujian hipotesis. Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner yang disebarkan secara daring selama kurang lebih 30 hari. Teknik pengambilan sampel menggunakan non-probability sampling dengan jumlah sampel sebanyak 200 responden yang berdomisili di Indonesia dan berusia 17 tahun atau lebih yang pernah menonton drama Korea yang disponsori Samsung dan/atau terdapat penemptan smartphone Samsung. Data dianalisis dengan metode PLS-SEM dan menggunakan perangkat lunak SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa 5 dari 7 hipotesis yang didukung. Hipotesis tersebut adalah: (1) terdapat pengaruh positif dan signifikan antara sponsor-program congruence dan brand awareness, (2) terdapat pengaruh positif dan signifikan antara product placement dan brand awareness, (3) terdapat pengaruh positif dan signifikan antara brand awareness dan purchase intention, (4) terdapat pengaruh positif dan signifikan antara sponsor-program congruence dan purchase intention yang dimediasi melalui brand awareness, dan (5) terdapat pengaruh positif dan signifikan antara product placement dan purchase intention yang dimediasi melalui brand awareness. Sponsorship is considered as one of marketing strategy between companies and sponsored entity. Companies investing in sponsorships often grow rapidly. In addition, product placement also participates in sponsorship, such as sponsorship between Samsung as a sponsoring company and Korean dramas as sponsored entities or programs. This study aims to determine the effect of sponsor-program congruence and product placement on brand awareness and purchase intention of Samsung smartphones in Indonesia in the context of Korean drama sponsorship. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. The data collection method used a survey with an instrument in the form of a questionnaire distributed online for approximately 30 days. The sampling technique uses non-probability sampling with a sample size of 200 respondents domiciled in Indonesia and more or equal to 17 years old who have watched Korean dramas sponsored by Samsung and/or there is a Samsung smartphone placement. Data were analyzed using PLS-SEM and assisted by SmartPLS 3.2.9 software. Results showed that there are 5 out of 7 hypotheses were supported. Those hypotheses are: (1) the sponsor-program congruence variable has a positive and significant effect on brand awareness, (2) the product placement variable has a positive and significant effect on brand awareness, (3) brand awareness has a positive and significant effect on purchase intention, (4) the sponsor-program congruence variable has a positive and significant effect on purchase intention mediated by brand awareness, and (5) the product placement variable has a positive and significant effect on purchase intention mediated by brand awareness.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Basrah Saidani, M.Si ; 2). Agung Kresnamurti Rivai P, S.T, M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 13133 not found.
Date Deposited:	23 Feb 2022 02:15
Last Modified:	23 Feb 2022 02:15
URI:	http://repository.unj.ac.id/id/eprint/22531

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