The Influence of Product Placement and Celebrity Endorsements on Purchase Intention in Mediation by Brand Awareness

Isba, Anissiera Eka Kirana and , Dr. Rini Kuswati, S.E., M.Si, CMA (2025) The Influence of Product Placement and Celebrity Endorsements on Purchase Intention in Mediation by Brand Awareness. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Development in technology and information have had influence on the marketing sector. Especially how the business communicates with consumers. Therefore, marketers are competed using various marketing strategy to advertise their products as a way to increase purchase intention of consumers. This study aims to analyze how product placement and celebrity endorsements affect purchase intention through brand awareness mediation. The survey was conducted on 158 respondents, with 78 respondents from Indonesia and 80 respondents from Korea who have had watching the content where the brand placing their product. Data analysis was performed by SEM analysis using the evaluation of the PLS model through the SmartPLS application. The results of the research show that in both Indonesia and Korea consumers, the product placement and celebrity endorsements have a direct effect on brand awareness. Product placement and celebrity endorsements in Indonesia consumers have no direct effect on purchase intention, while in Korea consumers the product placement has a negative and significant effect on purchase intention and the celebrity endorsements has no direct effect on purchase intention. As for the brand awareness has a positive and significant effect on purchase intention. For the indirect effect, brand awareness fully mediated for the effect of product placement on purchase intention in Indonesia and partial mediation in Korea, and brand awareness fully mediated celebrity endorsements on purchase intention in both Indonesia and Korea consumers.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product placement, Celebrity endorsements, Purchase intention, Brand awareness
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management > Production management
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	ANISSIERA EKA KIRANA ISBA
Date Deposited:	26 Feb 2025 04:33
Last Modified:	12 Sep 2025 03:04
URI:	http://eprints.ums.ac.id/id/eprint/130913

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