PENGARUH PRODUCT PLACEMENT DAN SOURCE CREDIBILITY TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi Pada Biskuit Roma dalam Sinetron “Cinta Setelah Cinta”)

DESTIANA, NIA (2025) PENGARUH PRODUCT PLACEMENT DAN SOURCE CREDIBILITY TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi Pada Biskuit Roma dalam Sinetron “Cinta Setelah Cinta”). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the influence of Product Placement (X1) and Source Credibility (X2) on Purchase Decision (Y), with Brand Awareness (Z) as a mediating variable for Roma biscuit products featured in the television drama "Cinta Setelah Cinta." The research employs a quantitative approach using a descriptive method. The population consists of Roma biscuit consumers who watch the Cinta Setelah Cinta drama, with a sample of 160 respondents selected using the Accidental Sampling technique. Data analysis was conducted using the Structural Equation Modelling (SEM) method with the assistance of SmartPLS version 4.0 software. The results of the study indicate that: (1) Product Placement has a positive but not significant effect on Purchase Decision; (2) Source Credibility has a positive and significant effect on Purchase Decision; (3) Product Placement positively and significantly influences Brand Awareness; (4) Source Credibility also has a positive and significant effect on Brand Awareness; (5) Brand Awareness has a positive and significant effect on Purchase Decision; (6) Brand Awareness fully mediates the relationship between Product Placement and Purchase Decision; (7) Brand Awareness partially mediates the relationship between Source Credibility and Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	DAMARWULAN, LIZA MUMTAZAH	197411292005012001
Thesis advisor	GANIKA, GERRY	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh Product Placement (X1) dan Source Credibility (X2) terhadap Purchase Decision (Y) dengan Brand Awareness (Z) sebagai variabel mediasi pada produk biskuit Roma dalam sinetron “Cinta Setelah Cinta”. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode deskriptif. Populasi penelitian ini mencakup konsumen biskuit Roma yang menonton sinetron Cinta Setelah Cinta dengan jumlah sampel sebanyak 160 responden yang dipilih melalui teknik Accidental Sampling. Analisis data dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan bantuan perangkat lunak SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa: (1) Product Placement berpengaruh positif tetapi tidak signifikan terhadap Purchase Decision; (2) Source Credibility memiliki pengaruh positif dan signifikan terhadap Purchase Decision; (3) Product Placement secara signifikan dan positif memengaruhi Brand Awareness; (4) Source Credibility juga berpengaruh positif dan signifikan terhadap Brand Awareness; (5) Brand Awareness memberikan pengaruh positif dan signifikan terhadap Purchase Decision; (6) Brand Awareness memdiasi penuh hubungan Product Placement terhadap Purchase Decision; (7) Brand Awareness memdiasi secara parsial hubungan Source Credibility terhadap Purchase Decision.

Uncontrolled Keywords:

Product Placement, Source Credibility, Brand Awareness, Purchase Decision, Variabel Intervening

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Mrs Nia Destiana

Date Deposited:

04 Sep 2025 07:39

Last Modified:

04 Sep 2025 07:39

URI:

http://eprints.untirta.ac.id/id/eprint/53574

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