The effect of product placement and brand awareness on purchase intention with brand image as a moderating variable

Nuraulia, Willma Petir and Asnawi, Nur (2026) The effect of product placement and brand awareness on purchase intention with brand image as a moderating variable. Economics and Business Journal (ECBIS), 4 (5). pp. 2069-2080. ISSN 2963-7589

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Abstract

This study aims to analyze the influence of product placement and brand awareness on purchase intention, with brand image as a moderating variable among Korean drama viewers in Malang City. This study uses a quantitative approach with an associative research type. The sampling technique used purposive sampling with a total of 140 respondents who have watched Korean dramas and seen Kopiko products in Korean dramas. Data collection was conducted through an online questionnaire using a five-point Likert scale, while data analysis used the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS. The results show that product placement and brand awareness have a positive and significant effect on purchase intention. In addition, brand image is able to moderate the relationship between product placement and purchase intention, but is unable to moderate the relationship between brand awareness and purchase intention. The results of this study indicate that Kopiko product placement in Korean dramas and high brand awareness can increase consumer purchasing interest. This study is expected to be a reference for companies in developing marketing strategies through entertainment media and building a positive brand image to increase consumer purchase intention.

Item Type:	Journal Article
Keywords:	product placement; brand awareness; brand image; purchase intention; korean drama
Subjects:	14 ECONOMICS > 1402 Applied Economics > 140205 Environment and Resource Economics
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Nur asnawi Nur Asnawi
Date Deposited:	10 Jul 2026 15:40

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