The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich

Annie Susanto and Halida Fauziah
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Annie Susanto: Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.
Halida Fauziah: Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.

International Journal of Science and Business, 2023, vol. 19, issue 1, 128-146

Abstract: In a world full of advertising clutter, we hardly ever pay attention to them. As more consumers avoid ads, brands strive to create ways for consumers to be exposed to their products and brands. The study aims to improve our knowledge of the variables that influence consumer purchase intention of the brands featured in Korean dramas. Product placement is effective advertising, but studies found that consumers will search for more information about the product feature they are interested in before purchasing. In particular, this research determines the influence of product placement, perceived price, brand image, perceived product quality, and halal certification, especially on food purchase intention in Indonesia. A total of 252 respondents who have watched Subway Sandwich featured in a Korean drama that is analyzed using multiple regression tests. This research utilizes convenience sampling by distributing an online questionnaire. Regression analysis shows that product placement, perceived price, brand image, perceived product quality, and halal certification simultaneously influence consumers’ purchase intention. Unexpectedly, perceived price partially does not influence consumers’ purchase intention on Subway Sandwich food. Our findings suggest a combining method both quantitative and qualitative, to gain better insight and identify additional factors that are not included in this research.

Keywords: Product Placement; Perceived Price; Brand Image; Perceived Product Quality; Halal Certification; Purchase Intention. (search for similar items in EconPapers)
Date: 2023
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