PENGARUH COGNITIVE RESPONSE TERHADAP PURCHASE INTENTION PERMEN KOPIKO MELALUI ATTITUDE TOWARDS ADVERTISING SEBAGAI VARIABEL MEDIASI PADA PENONTON DRAMA KOREA VINCENZO

Wira Bharata(1), Diana Pramudya Wardhani(2*)

(1) Universitas Mulawarman
(2) Mulawarman University
(*) Corresponding Author

Abstract


Perkembangan industri film saat ini menjadikan film tidak hanya sebagai media hiburan, tetapi sudah menjadi bagian dari bisnis. Penelitian ini memfokuskan pada antesenden dari Purchase Intention dengan menggali data responden yang menyadari product placement permen Kopiko dalam drama korea Vincenzo. Tujuan akhir dari penelitian ini adalah untuk memperjelas pengaruh variabel Cognitive Response terhadap Attitude Towards Advertising yang pada akhirnya akan berdampak pada Purchase Intention. Penelitian ini menggunakan paradigma kuantitatif dengan metode survei. Responden dalam penelitian ini adalah followers akun Instagram vincenzokoreandrama2021. Sampel ditentukan dengan teknik quota sampling. Metode analisis data yang digunakan untuk membuktikan hipotesis yang diajukan menggunakan Generalized Structured Component Analysis (GSCA). Temuan empiris pada penelitian ini membuktikan terdapat hubungan di antara variabel-variabel yang diteliti. Semua hipotesis yang diajukan dalam penelitian ini dinyatakan diterima.

Keywords


Minat Pembelian, Respon Kognitif, Sikap Terhadap Iklan

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DOI: http://dx.doi.org/10.30998/jabe.v8i1.10680

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