The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich
Halida Fauziah & Annie Susanto
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.
|Title:||The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich|
|Author:||Halida Fauziah & Annie Susanto|
|Journal Name:||International Journal of Science and Business|
|ISSN:||ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)|
|Issue publication (Year):||2023|
|Date of Publication:||08/02/2023|
|Paper Type:||Research paper|
Cite This Article:
Halida Fauziah & Annie Susanto (2023). The Influence of Product Placement and Attributes toward Purchase Intention among Indonesian Consumers Study on Subway Sandwich. International Journal of Science and Business, 19(1), 128-146. doi: https://doi.org/ 10.5281/zenodo.7620345
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About Author (s)
Annie Susanto (corresponding author), Lecturer of Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.
Halida Fauziah, Student of Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.