Pengaruh Product Placement Dan Kredibilitas Influencer Terhadap Minat Beli Konsumen Melalui Brand Awareness Sebagai Varibel Mediasi Pada Produk Tumbler Clair.Inc (Studi Pada Penonton Live Streaming Marapthon Di Youtube Channel Yb)

Hamidah, Alfia Seftianty (2026) Pengaruh Product Placement Dan Kredibilitas Influencer Terhadap Minat Beli Konsumen Melalui Brand Awareness Sebagai Varibel Mediasi Pada Produk Tumbler Clair.Inc (Studi Pada Penonton Live Streaming Marapthon Di Youtube Channel Yb). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of product placement and influencer credibility on consumer purchase intention through brand awareness as a mediating variable in Clair.Inc tumbler products among viewers of marathon live streaming broadcasts on the YB YouTube Channel. This research employed a quantitative approach with a sample of 384 respondents selected using the accidental sampling technique. Data were collected through questionnaires and analyzed using IBM SPSS 2025. The results indicate that product placement and influencer credibility have a positive and significant effect on both brand awareness and purchase intention. Brand awareness also has a positive and significant effect on purchase intention. Furthermore, brand awareness is proven to mediate the influence of product placement and influencer credibility on the purchase intention of Clair.Inc tumbler consumers among viewers of marapthon live streaming broadcasts on the YB YouTube Channel.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Product Placement;Influencer Credibility; Brand Awareness; Purchase Intention
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: HAMIDAH SEFTIANTY ALFIA
Date Deposited: 26 Oct 2026 05:13
Last Modified: 26 Oct 2026 05:13
URI: http://eprint.unipma.ac.id/id/eprint/10445

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