Abdurrazaq, Farhan and Andriani, Meta (2021) Pengaruh Product Placement dalam Drama Korea (Eksplorasi Peran COOI dalam Mendorong Brand Loyalty). Prosiding Forum Manajemen Indonesia FMI Ke-14, 13. pp. 72-73. ISSN 978-623-96069-1-6
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Abstract
Competition in the smartphone industry from year to year is getting higher, namely by presenting new designs, feature specifications every year. With the globalization era, the smartphone industry has a great opportunity to further develop its business. So that the rapid growth of the smartphone industry makes a phenomenon that is difficult to avoid, because people need tools to find out information and communicate. In this study using descriptive analysis method that uses samples andquestionnaires as the main tool. The sample in this study is Brand X smartphone users who have watched Korean drama, are adults and are located in Greater Jakarta. The technique used in this research is by distributing online questionnaires. The data obtained in this study amounted to 258 respondents, for data analysis researchers used Structural Equation Modeling (SEM) software. Thisstudy provides analysis results that can be concluded as follows: (1) Product Placement has a significant positive effect on the Country of Origin Image. (2) Country of Origin Image has a significant positive effect on Perceived Quality. (3)Country of Origin Image has a significant positive effect on Brand Awareness. (4) Perceived Quality and Brand Awareness has a significant positive effect on Brand Loyalty. Keywords: Product Placement (PP), Country Of Origin Image (COOI), Perceived Quality (PQ), Brand Awareness (BA), Brand Loyalty (BL).
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Mrs. Meta Andriani |
| Date Deposited: | 19 Feb 2022 04:36 |
| Last Modified: | 19 Feb 2022 04:36 |
| URI: | http://repository.ibs.ac.id/id/eprint/4195 |
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