Pratama, Banyu Arya (2014) Kesuksesan Dalam Brand Placement Yang Berpengaruh Terhadap Brand Attitude Dan Purchase Intention Studi Penelitian Pada Brand Placement Cross Mobile Phone Di Acara Televisi X Factor Indonesia. S1 thesis, STIE Indonesia Banking School.
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Abstract
Basically, advertising is one of the activities done by promotion that has many marketers. However, intoday’s advertising began to tend diminishing and its influence on attitude toward the brand. Brand managers are seeking to better engage consumers with emotional connection by placing brands into entertainment program. Therefore, there was another advertising activities in an alternative way, namely is brand placement. This research is categorized as survey research with descriptive analysis method by taking sample and using questionnaire as the main data. The model was tested using a quota sample of 175 X Factor Indonesia audiences and single cross sectional survey. The respondents are chosen by using non probability sampling and convenience sampling techniques. The results of analysis in this research was tested using Structural Equation Modeling (SEM).The results of this research indicate all of the hypotheses are supported and have significant effects. Keywords: advertising, brand placement, congruity, attractiveness, brand, purchase intention.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 17 Nov 2020 06:46 |
| Last Modified: | 18 Jul 2024 02:08 |
| URI: | http://repository.ibs.ac.id/id/eprint/658 |
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