Pengaruh Sponsor-Program Congruence dan Product Placement terhadap Brand Awareness dan Purchase Intention: Analisis Empiris dalam Konteks Sponsorship Drama Korea
Keywords:
sponsor-program congruence, product placement, purchase intention, brand awareness, Korean drama consumers in IndonesiaAbstract
This study aims to determine the effect of sponsor-program congruence and product placement on brand awareness and purchase intention of Samsung smartphones in Indonesia in the context of Korean drama sponsorship. The data collection method used a survey with an instrument in the form of a questionnaire distributed online for approximately 30 days. The sampling technique uses non-probability sampling with a sample size of 200 respondents domiciled in Indonesia and more or equal to 17 years old who have watched Korean dramas sponsored by Samsung and/or there is a Samsung smartphone placement. Data were analyzed using PLS-SEM and assisted by SmartPLS 3.2.9 software. Results showed that there are 5 out of 7 hypotheses were supported. Those hypotheses are: (1) the sponsor-program congruence variable has a positive and significant effect on brand awareness, (2) the product placement variable has a positive and significant effect on brand awareness, (3) brand awareness has a positive and significant effect on purchase intention, (4) the sponsor-program congruence variable has a positive and significant effect on purchase intention mediated by brand awareness, and (5) the product placement variable has a positive and significant effect on purchase intention mediated by brand awareness.
References
Adawiyah, R. (2019). Fesyen, makanan, dan musik K-Pop terpopuler di Indonesia. Diambil 7 Agustus 2021, dari https://lokadata.id/artikel/fesyen-makanan-dan-musik-k-pop-terpopuler-di-indonesia
Antonia Russell, C. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29. Diambil dari https://academic.oup.com/jcr/article/29/3/306/1800894
Becker-Olsen, K. L., & Hill, R. P. (2006). The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers. Journal of Service Research, 9(1), 73–83. https://doi.org/10.1177/1094670506289532
Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion: An Integrated Marketing Communication Perspective (Sixth Edition). McGraw-Hill.
Buchholz, K. (2019). How Much Money Does BTS Make for South Korea?. Diambil 8 Agustus 2021, dari https://www.statista.com/chart/19854/companies-bts-share-of-south-korea-gdp/
Cornwell, T. B., Weeks, C. S., & Roy, D. P. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21–42. https://doi.org/10.1080/00913367.2005.10639194
Counterpoint. (2021). Global Smartphone Market Share: By Quarter. Diambil 8 Agustus 2021, dari https://www.counterpointresearch.com/global-smartphone-share/
d′Astous, A., & Bitz, P. (1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29(12), 6–22. https://doi.org/10.1108/03090569510102504
d’Astous, A., & Chartier, F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues & Research in Advertising, 22(No 2), 31–40. https://doi.org/10.1080/10641734.2000.10505106
d’Astous, A., & Séguin, N. (1999). Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, 33(9/10), 896–910. https://doi.org/10.1108/03090569910285832
Dens, N., de Pelsmacker, P., & Verhellen, Y. (2018). Better together? Harnessing the power of brand placement through program sponsorship messages. Journal of Business Research, 83, 151–159. https://doi.org/10.1016/j.jbusres.2017.10.036
Drengner, J., Jahn, S., & Zanger, C. (2011). Measuring event-brand congruence. Event Management, 15(1), 25–36. https://doi.org/10.3727/152599511X12990855575060
Durianto, D. (2011). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Cetakan XX. Jakarta: PT Gramedia Pustaka Utama.
Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukkan Pasar Melalui Riset Ekuisitas & Perilaku Merk. Jakarta: PT Gramedia Pustaka Utama.
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1787733
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (L. Fargotstein, Y. McDuffee, K. Ancheta, K. DeRosa, & G. Dickens, Eds.; 2e ed.). Los Angeles: SAGE Publications, Inc.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, California: Sage.
Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares (PLS) dengan smartPLS 3.0. Malang: Universitas Brawijaya.
Hutabarat, P., & Gayatri, G. (2014). The Influence of Sponsor-Event Congruence In Sponsorship of Music Festival. The South East Asian Journal of Management, 8(1). https://doi.org/10.21002/seam.v8i1.3101
Juliana, S., & Sihombing, S. O. (2019). Pengaruh penempatan produk dan kesadaran merek terhadap niat membeli. Jurnal Manajemen Dan Pemasaran Jasa, 12(1), 19. https://doi.org/10.25105/jmpj.v12i1.3702
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Third Edition). Upper Saddle River, New Jersey: Pearson/Prentice Hall.
Khuong, M. N., & Kim Chau, N. T. (2017). The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention—A Case Study of Toyota Vietnam. Review of European Studies, 9(1), 148. https://doi.org/10.5539/res.v9n1p148
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition (Global Edition). England: Pearson Education Limited.
Kristanto, H., & Karina M.R. Brahmana, R. (2016). Pengaruh product placement pada film Indonesia terhadap brand awareness dan purchase intention masyarakat Surabaya. Jurnal Manajemen Pemasaran, 10(1). https://doi.org/10.9744/pemasaran.10.1.20-26
Nurhayati, H., & Wolff. (2021). Smartphone market in Indonesia - Statistics and facts. Diambil 8 Agustus 2021, dari https://www.statista.com/topics/5020/smartphones-in-indonesia/
O’Dea, S. (2021). Samsung global smartphone shipments by quarter. Diambil 8 Agustus 2021, dari https://www.statista.com/statistics/299144/samsung-smartphone-shipments-worldwide/
Park, J. Y., & Sihombing, S. O. (2020). Effects of sponsor-event congruence on brand image, attitude toward the brand, and purchase intention: An empirical analysis in the context of sport sponsorship. Jurnal Aplikasi Manajemen, 18(1), 14–27. https://doi.org/10.21776/ub.jam.2020.018.01.02
Pusparisa, Y. (2020). Berkah Ekonomi Korea dari Demam Drakor Saat Pandemi. Diambil 6 Agustus 2021, dari https://katadata.co.id/muhammadridhoi/analisisdata/5fc1e1a0e4d3d/berkah-ekonomi-korea-dari-demam-drakor-saat-pandemi
Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research, 25, 357–362. https://www.acrwebsite.org/volumes/8178/volumes/v25/NA-25/full
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (Ninth Edition). Mason, Ohio: South-Western Cengage Learning.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226–238. https://doi.org/10.1177/0092070300282004
Statista Research Department. (2021). K-drama popularity worldwide 2020. Diambil 8 Agustus 2021, dari https://www.statista.com/statistics/999239/south-korea-korean-drama-popularity-worldwide/#statisticContainer
Stoll, J. (2021). Viewership of Korean television series or movies worldwide in 1st quarter 2020. Diambil 8 Agustus 2021, dari https://www.statista.com/statistics/1136285/viewers-of-korean-tv-and-movies-worldwide/
Sugiyono. (2014). Educational Research Methods Quantitative, Qualitative Approach and R&D. Bandung: Alfabeta.
The National. (2014). Popularity of Korean TV shows means more product placement as viewers splurge on what’s on screen. Diambil 7 Agustus 2021, dari https://www.thenationalnews.com/arts-culture/popularity-of-korean-tv-shows-means-more-product-placement-as-viewers-splurge-on-what-s-on-screen-1.276167
Published
How to Cite
Issue
Section
Copyright (c) 2022 Youana Agustina Lopies, Basrah Saidani, Agung Kresnamurti Rivai P
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
