The Effect of Product Placement on Purchase Intention with Brand Awareness as a Mediation Variable (Study on Cimory Products in Youtube Content)

Abstract

Abstrak

Background: One form of marketing communication strategy in the form of advertising that is currently rampant is product placement. Currently, YouTube is one of the most popular digital platforms for companies, both large and small, to advertise. Google's advertising resource update data shows that YouTube had 139.0 million users in Indonesia at the beginning of 2022. This figure means that the reach of YouTube 2022 ads is equivalent to 50.0 percent of Indonesia's total population at the beginning of the year. According to YouTube viewers, their propensity to buy doubles after seeing an item on YouTube. Over 70% of viewers said YouTube made them more acquainted with new brands. The YouTube platform is 4 times more likely to be used by consumers than other platforms to find information about a brand, product, or service.

Aim: This study aims to analyze the effect of product placement on purchase intention with brand awareness as a mediating variable with a study on Cimory products on the YouTube channel.

Method: this type of research uses a quantitative descriptive approach using a sample of 112 respondents who have watched the Nihongo steady youtube channel. Data analysis using SmartPLS 3.0 software.

Results: The results of the evaluation test of the measurement model show that all indicators have met the discriminant validity and good reliability. Q2 value of 0.8496 is close to the value of 1, meaning that the structural model in this study is quite good. The R-square value shows that 62.4% of Brand Awareness (Z) is influenced by Product Placement (X). And Purchase Intention (Y) is influenced by Product Placement (X), and Brand Awareness (Z) variables by 60% ) 0.05. The results of Product Placement testing on Brand Awareness obtained t count (23,536) t table (1.984) and p-value (0.000) 0.05. Product Placement testing on Purchase Intention. obtained t count (6.848) t table (1.984) and p-value (0.028) 0.05. The results of the hypothesis that Brand Awareness affects bridging Product Placement on Purchase Intention show the indirect path coefficient value of 0.487 with t value (6.060) t table (1.984) and p-value (0.000) <0.05.

Conclusion: Product Placement has a positive and significant effect on purchase intention, Product Placement has a positive and significant effect on brand awareness, brand awareness has a positive and significant effect on purchase intention, and Product Placement has a positive and significant effect on purchase intention mediated by brand awareness.