No Author Tahun Hipotesis
1 Frank 2014 H1a: Brand awareness of
Guennemann, automobile brands from
Hawaii Pacific product placement in movies
University, USA affects an enhanced brand
Yoon C. Cho, KDI image.
School of Public H1b: Brand awareness from
Policy and product placement in TV
Management, programs affects an
Korea enhanced brand image.
H1c: Brand awareness from
product placement in print
media affects an enhanced
brand image.
H1d: Brand awareness from
product placement in video
games affects an enhanced
brand image.
H2a: Brand familiarity from
product placement in movies
affects an enhanced brand
image.
H2b: Brand familiarity from
product placement in TV
programs affects an
enhanced brand image.
H2c: Brand familiarity from
product placement in print
media affects an enhanced
brand image.
H2d: Brand familiarity from
product placement in video
games affects an enhanced
brand image.
H3: Overall, brand image
due to product placement
positively affects purchase
intention.
Variabel Metode
Brand Awareness; This study applies surveys to
Familiarity; collect data and uses
Image; quantitative analysis to test
Purchase hypotheses.
Intention This study provides
managerial implications for
the effectiveness of media
product placement
type.
This study measures the
effectiveness of product
placement for car brands and
their influence on
intention to buy. In particular,
this study measures
1) how brand awareness is
due to product placement
improve brand image,
2) how brand familiarity
because product placement
improves brand image,
3) how is the brand
images that arise from
product placement affect
buying intention, and 4) how
the effects of brand
awareness and
image familiarity differs
based on media type. A five-
point Likert scale is applied
to each construct
(ie, 1 is "strongly disagree"
and 5 is "strongly agree").
Random data collection is
applied.
Hasil Temuan
this research, concluded that
product placement affects
consumer perceptions of car
brands in terms of placement
in the film and the overall
brand image seems to influence
purchasing decisions
Future Research
An extension of this research
for future investigation could
be a deeper and more
exclusive insight into the
various media, such as a
stronger focus on product
placement of automobile
brands solely in television
programs or
solely in movies. Effects of
other product categories and
specific brands might be
considered in future research.
Regulations on product
placement and public policy
issues could be discussed in
future research. Future
research
could also focus on the
effectiveness of combining
tools such as event promotions
and advertising campaigns.
Finally, future research could
also focus on consumer
response to product placement
changing over time and
cultural differences. Cause and
effect analysis and qualitative
research also could be used in
further research
No Author Tahun Hipotesis Variabel Metode Hasil Temuan Future Research
2 You Kyung Lee* 2018 H1: The more positive the Brand Image, To test the research This study provides further
*Department of brand image, the higher Country Image, hypotheses, this study evidence that building positive
Management, purchase intention to the Purchase collected data from South and strong brand image is the
Dongguk brand. Intention, African consumers. most effective international
University School H2: The more positive the The data were collected for 2 marketing strategy in South
of Business, 123 country image, the higher months, from July to August African market. That is, this
Dongdae-ro, purchase intention to the 2015. A survey was study shows that it is much
Gyeongju, brand of the country conducted more effect way to
Gyeongbuk, Korea H3: The positive relationship usirrg the judgment sampling communicate attractive brand
between brand image and method, and a self- image with consumers in order
purchase intention is completion questionnaire was to enhance international
positively moderated by utilized to marketing performance in
country image. collect the data. Of the tr08 South Afiican market.
questionnaires collected,
seven were excluded because
of inconsistent responses and
missing values. A final usable
data from 101 completed
questionnaires was obtained
and analyzed to test the
hypotheses.
The sample consisted of
55.4Yo male and 44.6%
female respondents. In terms
of
respondents' age,223Yo were
29 years old or younger,
41.6% were 30-39 years old,
18.8%
werc 40-49 years old, and
l6.8Yo were 50 years old or
older. In terms of
respondents'
educational level,33.7Yo
were graduated from high
school, 40.6yo were
bachelor's degree,
and25.7o/o were graduate
degree.
No Author Tahun Hipotesis
3 Ya-Hui Wang, 2014 H1: Brand image has a
National Chin-Yi significantly positive impact
University of on investors’ perceived
Technology Cing- quality.
Fen Tsai, National H2: Brand image has a
Chin-Yi University significantly positive impact
of Technology on investors’ perceived risk.
H3: Brand image has a
significantly positive impact
on investors’ perceived
value.
H4: Perceived quality has a
significantly positive impact
on investors’ perceived
value.
H5: Perceived quality has a
significantly positive impact
on investors’ purchase
intention.
H6: Perceived risk has a
significantly negative impact
on investors’ perceived
value.
H7: Perceived risk has a
significantly negative impact
on investors’ purchase
intention
H8: Perceived value has a
significantly positive impact
on investors’ purchase
intention.
H9: There are significant
differences in each
dimension for investors with
different demographic
variables
Variabel Metode
Brand Image, According to the research
Perceived framework, we design the
Quality, questionnaire items for six
Perceived Risk, dimensions: brand image,
Perceived Value, perceived quality, perceived
Purchase risk, perceived value,
Intention purchase intention, and
demographic variables. These
items are measured on
Likert’s seven-point scale,
ranging from 1 point to 7
points, denoting “strongly
disagree”, “disagree”, “a little
disagree”, “neutral”, “a little
agree”, “agree”, and “strongly
agree.” We administered the
questionnaires to investors
living in Taiwan using
random sampling from
October 5, 2012 to December
31, 2012. A total of 795
responses were distributed,
and 691 usable responses
were collected. An acceptable
response rate of 87% was
achieved.
Hasil Temuan
In the test of the effects of
demographic variables on
brand image, perceived quality,
perceived risk, perceived
value, and purchase intention,
the one-way ANOVA result
indicates significant
differences in all five
dimensions for investors with
different education levels and
occupation. There are
significant differences in
perceived quality and
perceived risk for gender.
There are significant
differences in brand image,
perceived risk, and purchase
intention for different
residential areas, and monthly
income has an effect only on
perceived risk. Finally, the
results from SEM show that
there are positive and direct
effects among brand image,
perceived quality, perceived
value, and purchase intention -
that is, brand image increases
perceived quality, perceived
quality increases perceived
value, and perceived value
increases purchase intention.
However, ‘the brand image
impact on perceived value’,
‘the brand image impact on
perceived risk’, ‘the perceived
risk impact on perceived
value’, and ‘the perceived risk
impact on purchase intention’
are all not significant. It means
that brand image indeed
Future Research
Further research is
recommended to do this and
identify additional differences.
We also only considered brand
image, perceived quality,
perceived risk, and perceived
value in this study. Other
determinants of purchase
intention could be included in
comprehensive models thereby
potentially improving
explanatory power. Finally,
most of the respondents in our
study are from the age group
of 21-30 years old, or students
or young persons who do not
have much money to invest.
Therefore, the potential for
bias exists due to the different
purchase behaviors among
different age groups.
Therefore, future studies might
examine different age and
education groups
 UJIAN TENGAH SEMESTER

METODOLOGI PENELITIAN ILMIAH

Rencana Judul :

PENGARUH PRODUCT PRICE, CITRA MEREK, DAN PROMOSI TERHADAP MINAT BELI

(Studi Kasus pada Mahasiswa Atmajaya Yogyakarta)

Dosen Pembimbng:

Dr. J Ellyawati, MM

Nama Mahasiswa:

Y. Surya Putra (175002774)

PROGRAM PASCASARJANA

MAGISTER MANAJEMEN

UNIVERSITAS ATMA JAYA YOGYAKARTA