IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v19y2023i1p128-146.html
   My bibliography  Save this article

The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich

Author

Listed:
  • Annie Susanto

    (Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.)

  • Halida Fauziah

    (Economics and Business Faculty, Satya Wacana Christian University, Salatiga, Indonesia.)

Abstract

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.

Suggested Citation

  • Annie Susanto & Halida Fauziah, 2023. "The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich," International Journal of Science and Business, IJSAB International, vol. 19(1), pages 128-146.
    • Handle: RePEc:aif:journl:v:19:y:2023:i:1:p:128-146
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/2050.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-19-issue-1/5493
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    2. Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    2. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Hamed Nozari & Esmaeil Najafi & Mohammad Fallah & Farhad Hosseinzadeh Lotfi, 2019. "Quantitative Analysis of Key Performance Indicators of Green Supply Chain in FMCG Industries Using Non-Linear Fuzzy Method," Mathematics, MDPI, vol. 7(11), pages 1-19, October.
    4. Xiangzhi Bu & Hoang Viet Nguyen & Tsung Piao Chou & Chia-Pin Chen, 2020. "A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    5. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
    6. Yating Tian & Qeis Kamran, 2021. "A Review of Antecedents and Effects of Loyalty on Food Retailers toward Sustainability," Sustainability, MDPI, vol. 13(23), pages 1-18, December.
    7. Tessitore, Tina & Geuens, Maggie, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
    8. Dias, José António & Dias, José G. & Lages, Carmen, 2017. "Can negative characters in soap operas be positive for product placement?," Journal of Business Research, Elsevier, vol. 71(C), pages 125-132.
    9. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
    10. Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
    11. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    12. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski & Barbara Rostecka, 2021. "Towards Sustainable Private Labels in an Autonomous Community during COVID-19—Analysis of Consumer Behavior and Perception on the Example of Tenerife," Sustainability, MDPI, vol. 13(13), pages 1-22, July.
    13. Antonio Marín-García & Irene Gil-Saura & María Eugenia Ruiz-Molina & Gloria Berenguer-Contrí, 2021. "Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing," Sustainability, MDPI, vol. 13(2), pages 1-20, January.
    14. Luyan Su & Ying Li & Wenli Li, 2019. "Understanding Consumers’ Purchase Intention for Online Paid Knowledge: A Customer Value Perspective," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    15. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    16. Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.
    17. Alzate, Miriam & Arce-Urriza, Marta & Cebollada, Javier, 2022. "Mining the text of online consumer reviews to analyze brand image and brand positioning," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    18. Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    19. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
    20. Seong Ho Lee & Sun-Ho Lee, 2018. "A Scale Development of Retailer Equity," Sustainability, MDPI, vol. 10(11), pages 1-16, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:19:y:2023:i:1:p:128-146. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.