PENGARUH PENEMPATAN PRODUK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE OPPO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA (Studi Kasus pada Smartphone OPPO di Program Ini Talkshow NET TV)

KURNIAWAN, HERI (2018) PENGARUH PENEMPATAN PRODUK, KESADARAN MEREK, DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE OPPO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA (Studi Kasus pada Smartphone OPPO di Program Ini Talkshow NET TV). S1 thesis, Fakultas Ekonomi.

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Abstract

HERI KURNIAWAN, Influence Of Product Placement, Brand Awareness And Brand Image Purchase Intention In The Faculty Of Economics Of State University Of Jakarta. (Case Study on OPPO Smartphones in Ini Talkshow Program NET TV) This research was conducted at the Faculty of Economics, State University of Jakarta who had watched Ini Talkshow Program NET TV, for six months starting from February 2018 until July 2018. The purpose of this study is to determine the effect of product placement, brand awareness and brand image of purchase intentionsmartphone OPPO on Student Faculty of Economics, State University of Jakarta. The research method used is survei method with quantitative approach. Sampling technique used is with purposive sampling technique counted 317 people. Test requirements analysis of the normality test by using Kolmogorov Smirnov test with the test results can be known Asymp value. Sig residual value of the whole variable is 0.213. it can be concluded that the value is greater than 0.05 so that the overall data is considered normal. The regression equation generated between X1 and Y is Y = 44.817 + 0.658X1. Furthermore, the partial regression coefficient test (t test) and tcount 9,298> ttable 1.96 for product placement (X1) can be concluded that there is a positive and significant relationship between product placement with purchase intention(Y). While the regression equation generated between X2 and Y is Y = 16.952 + 0.800X2. Furthermore, partial regression coefficient test (t test) and tcount 18,774> ttable 1,96 for brand awareness (X2) can be concluded that there is positive and significant correlation between product placement with purchase intention(Y). Then the regression equation generated between X3 and Y is Y = 22.350 + 0.927X3. Furthermore, the test of partial regression coefficient (t test) and obtained the result of tcount 21,982> ttabel 1,96 for brand image (X3) can be concluded that there is positive and significant correlation between product placement with purchase intention(Y). The coefficient of determination obtained is 0.215 for product placement, 0,528 for brand awareness and 0,605 for brand image. It can be concluded that purchase intentionis determined by product placement, brand awareness, and brand image of 62.8% and 37.2% is determined by other variables that are not input into the study. Keywords: Purchase Intention, Product Placement, Brand Awareness, Brand Image

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