PRODUCT PLACEMENT AND INFLUENCER CREDIBILITY EFFECTS ON PURCHASE INTENTION THROUGH BRAND AWARENESS FOR CLAIR.INC TUMBLERS

Alfia Seftianty Hamidah, Hari Purwanto, Rizal Ula Ananta Fauzi

Abstract


Abstrak 

Perkembangan pemasaran digital melalui live streaming, khususnya live marathon di Youtibe, mendorong pemanfaatan stratgei product placment dan kreadibilitas influencer untuk membentuk brand awarness dan mendorong minat beli konsumen. Penelitian ini bertujuan menganalisis pengaruh product placement dan kreadibilitas influencer terhadap minat beli konsumen melalui brand awarness  sebagai variabel mediasi pada produk tumbler clair.Inc di kalangan penonton live marathon Youtibe channel YB. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kasual. Sampel sebanyak 384 responden ditetntukan menggunakan teknik nonprobability sampling dengan metode accidental sampling, dan data dikumpulkan melalui kuesioner daring. Analisis data dilakukan dengan regresi linier berganda, analisis jalur, dan uji sibel. Hasil penelitian menunjukkan bahwa product placement dan kreadibilitas influencer berpengaruh positif dan signifikan terhadap brand awarness maupun minat beli konsumen, baik secara langsung maupun tidak langsung. Brand awarness juga terbukti mampu memediasi secara signifikan pengaruh kedua variabel tersebut terhadap minat beli. Berdasarkan temuan tersebut disarankan agar Clair.Inc mempertahankan dan meningkatkan strategi product placement  yang alami serta lebih selektif dalam memilih influencer, sementara peneliti selanjutnya disarankan menambahkan variabel lain seperti brand image  dan e-WOM guna memperoleh gambaran yang lebih komprehensif.

Kata Kunci : Product Placement, Kredibilitas Influencer, Brand Awareness, Minat Beli.

Abstract 

The development of digital marketing through live streaming, particularly live marathons on YouTube, has encouraged the use of product placement strategies and influencer credibility to build brand awareness and drive consumer purchase intention. This study aims to analyze the influence of product placement and influencer credibility on consumer purchase intention, with brand awareness as a mediating variable, focusing on Clair.Inc tumbler products among viewers of the YB YouTube channel's live marathon. The research employs a quantitative approach with a causal associative design. A sample of 384 respondents was determined using a non-probability sampling technique with accidental sampling, and data was collected through an online questionnaire. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test. The results show that both product placement and influencer credibility have a positive and significant effect on brand awareness and consumer purchase intention, both directly and indirectly. Brand awareness is also proven to significantly mediate the influence of these two variables on purchase intention. Based on these findings, it is recommended that Clair.Inc maintain and enhance natural product placement strategies and be more selective in choosing influencers, while future researchers are advised to add other variables such as brand image and e-WOM to obtain a more comprehensive picture.

Keywords: Product Placement, Influencer Credibility, Brand Awareness, Purchase Intention.


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