The The Influence Of Product Placement and Brand Awareness Of Kopiko In Korea Dramas On The Buying Interest Of Gen Z In Medan Selayang District
DOI:
https://doi.org/10.61402/sajmr.v3i1.291Keywords:
Product Placement, Brand Awareness, Purchase InterestAbstract
This study aims to test the effect of Product Placement and Brand Awareness Kopiko in Korean dramas on Gen Z Purchase Interest in Medan Selayang District. This study uses a quantitative method with an associative approach. The population in this study was 28,662 people. With a research sample using the Slovin formula totaling 100 respondents. The data analysis technique used multiple linear regression with the SPSS 25 program. With the results of the study. (1) Product Placement, has a positive and significant effect on Purchase Interest. This can be seen from the significant value (0.001) < from 0.05 and t-count (3.388) > compared to t-table (1.984), (2) Brand Awareness has a positive and significant effect on Purchase Interest. This can be seen from the significant value (0.009) < 0.05 and t-count (2.652) compared to t-table (1.984), (3) that Product Placement and Brand Awareness simultaneously are significant to Purchase Interest can be seen from F-count (13.369) > F-table (3.09) and the level of significance (0.000) < 0.05.
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