PENGARUH KEMASAN BLISTER, BRAND AWARENESS, HARGA DAN PRODUCT PLACEMENT DALAM DRAMA KOREA TERHADAP MINAT BELI PRODUK PERMEN KOPIKO DI BANYUWANGI

Liya Auliya Ardina Juhroh; Suwignyo Widagdo; Saiful Amin

doi:10.31967/riemba.v2i1.1055

Liya Auliya Ardina Juhroh Institut Teknologi dan Sains Mandala
Suwignyo Widagdo Institut Teknologi dan Sains Mandala
Saiful Amin Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/riemba.v2i1.1055

Keywords: Purchase intention, blister packaging and brand awareness, price and product placemen

Abstract

This study aims to determine the effect of blister packaging, brand awareness, price and product placement in Korean dramas on buying interest in kopiko candy products in Banyuwangi. The population used in this study were respondents who had watched Korean dramas in Banyuwangi. Sampling using purposive sampling technique, namely Non-Probability Sampling. The sample used was 100 respondents who met the criteria. The criteria are age 15 and over, have watched Korean dramas, know the product placement of kopiko in Korean dramas, know the product of blister packs of kopiko candy, have ever bought a kopiko candy product. The analytical techniques used in this study were instrument tests (validity and reliability tests), classical assumption tests (normality test, multicollinearity test and heteroscedasticity test, multiple linear regression tests, coefficient of determination R^2 test, hypothesis testing (t test and F).Based on the results of the study, it shows that blister packaging and brand awareness, price, and product placement simultaneously influence purchase intention, while blister packaging and brand awareness partially have no effect on purchase intention. The coefficient of determination R^2 is 65.5% of buying interest. While the rest is influenced by other variables.