The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention

Seprianti Eka Putri; Wiwit Julianda Subekti; Lizar Alfansi; Ilsya Hayadi

doi:10.56225/finbe.v2i2.225

Authors

Seprianti Eka Putri Department of Management, Faculty of Economics and Business, University of Bengkulu, Indonesia
Wiwit Julianda Subekti Department of Management, Faculty of Economics and Business, University of Bengkulu, Indonesia
Lizar Alfansi Department of Management, Faculty of Economics and Business, University of Bengkulu, Indonesia
Ilsya Hayadi Department of Management, Faculty of Economics and Business, University of Bengkulu, Indonesia

DOI:

https://doi.org/10.56225/finbe.v2i2.225

Keywords:

product placement, brand awareness, repurchase intention

Abstract

Nowadays, product placement is a tool for promoting a brand or product in television programs without being called formally (passive). It avoids word saturation due to being often spoken. Brand placement is payment inclusion on a product or brand identity consisting of audio and visual in mass media programs. This study aims to examine the effect of product placement on brand awareness and its implication on repurchase intention. The study is designed using a quantitative approach with primary data collected via electronic media (online survey) on 220 respondents taken with the purposive sampling technique. The data were analyzed using partial least squares and assisted by SmartPLS-3. The result shows that product placement has a significant effect on brand awareness and product placement has a significant impact on the repurchase intention. Brand awareness has a significant effect on the repurchase intention. In addition, brand awareness mediates the relationship between product placement and repurchase intention.

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