The Role of Product Placement, Celebrity Endorser, & Product Innovation in Brand Awareness Wall’s Popcornetto
Abstract
This study analyzes the role of product placement, celebrity endorsers, and product innovation in enhancing the brand awareness of Wall’s PopCornetto. Marketing strategies play a crucial role in enhancing brand awareness, particularly in the highly competitive ice cream industry. As one of Unilever Indonesia's innovative products, Wall’s PopCornetto applies these strategies to strengthen its brand presence among consumers. The rapid expansion of digital media, especially YouTube and Instagram, presents new opportunities for brands to increase visibility and consumer engagement through creative marketing approaches. This research uses a quantitative associative approach with purposive sampling of 100 respondents. The respondents are Instagram followers of Wall’s Cornetto, have watched Wall’s PopCornetto advertisements on the Iqbaal program on the VINDES YouTube channel, recognize Refal Hady as a celebrity endorser, and know Wall’s PopCornetto product. Data collection was carried out through a questionnaire using a Likert scale, and the analysis was conducted using SPSS 25 with validity and reliability tests, multiple linear regression, and hypothesis testing. The results showed that product placement, celebrity endorser, and product innovation significantly affect brand awareness, both partially and simultaneously. Among these variables, celebrity endorsers had the highest influence on brand awareness, indicating that a well-known and credible public figure can effectively attract consumer attention and reinforce product recall.
Downloads
References
Amrita, N. D. A., dkk. (2024). Digital Marketing (Teori, Implementasi Dan Masa Depan Digital Marketing). PT Green Pustaka Indonesia.
APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang, (Online), (https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang, diakses pada 29 September 2024).
Cokki, Nathania, S., & Maupa, H. (2023). Product Placement On Indonesian Rap Song. Jurnal Manajemen, 27(1), 1–24. https://doi.org/10.24912/jm.v27i1.1097
Dewi, I. L., & Prabowo, B. (2023). Pengaruh Digital Marketing, Celebrity Endorsement Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Scarlett Whitening Melalui Brand Awareness Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening Di Kota Surabaya). Management Studies and Entrepreneurship Journal, 4(4), 3905–3913.
Dwisyahputra, F. T., & Sisilia, K. (2024). Pengaruh Advertising dan Celebritiy Endorser Terhadap Keputusan Pembelian Produk Brand Erigo pada Marketplace Shopee. Jurnal Ilmiah Manajemen, Ekonom, Dan Akuntansi,8(3), 417–429. https://doi.org/10.31955/mea.v8i3.4482
Ethika, V. F., Andarini, S., Nugroho, R. H., & Prabowo, B. (2022). Pengaruh Product Placement Kopiko Terhadap Purchase Intention melalui Brand Awareness sebagai Variabel Mediasi. Jurnal Pendidikan Ekonomi (JURKAMI), 7(2), 241–253
Firmansyah, M. W. (2022). Pengaruh Tagline Gratis Ongkir dan Iklan Youtube dari Shopee Terhadap Brand Awareness. Jurnal Inovasi Penelitian, 3(3), 5147–5156. https://doi.org/10.47492/jip.v3i3.1849
Hutagaol, R. S. R., & Safrin, F. A. (2022). Pengaruh Celebrity Endorser dan Brand Image terhadap Keputusan Pembelian pada Produk Scarlett Whitening. JOSR: Journal of Social Research , 1(7), 761–772. https://doi.org/10.55324/josr.v1i7.147
Isbahi, M. B., Zuana, M. M. M., & Toha, M. (2024). The Multi-Social Relation of the Cattle Industry in the Plaosan Subdistrict Animal Market of Magetan Regency. Malacca: Journal of Management and Business Development , 1(1), 31–46. https://doi.org/10.69965/malacca.v1i1.51
Koo, W. (2023). Ways to Implement Effective Product Placement on YouTube. International Journal of E-Business Research, 19(1), 1–15. https://doi.org/10.4018/IJEBR.320232
Kotler, P., & Keller, K. L. (2019). Marketing management. London: Pearson.
Kusuma, F. S. (2024). Dampak Celebrity Endorser Terhadap Brand Awareness Oreo di Kalangan Followers Akun Instagram @bpforblinkeu. Jurnal DIALOGIA, 1(1), 1–10
Mardiyono, A., & Soesanto, H. (2023). The Role of Celebrity Endorser, Product Attractiveness in Improving Brand Image. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(1), 150. https://doi.org/10.30588/jmp.v13i1.1505
Murtadlo, M. B., & Azizah, Y. (2019). Peranan Celebrity Endorser dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Jogja Cushy Cheese. Jurnal Ekonomi Islam, 19(1).
Nadeak, C. R. B., & Setiawan, R. (2024). The Analysis of Product Placement on Brand Awareness and Brand Attitude of Kopiko Candy in Season 2 of Taxi Driver Korean Drama. Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1017–1026. https://doi.org/10.37676/ekombis.v12i1
Nofa, M. S. A., Prasetio, A. A., & Mukhroji. (2024). Pengaruh Inovasi Produk, Iklan, Electronic Word of Mouth dan Dukungan Selebriti Terhadap Keputusan Pembelian Smartphone Oppo. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(8), 740–750. https://doi.org/10.61722/jiem.v2i8.2364
Nurhasanah, A. A. (2024). Pengaruh Product Placement Terhadap Brand Awareness “Fullo” Pada Film “Mencuri Raden Saleh” di Kalangan Remaja. Socius : Jurnal Peenelitian Ilmu-Ilmu Sosial, 1(11), 416–423. https://doi.org/10.5281/zenodo.12601112
Prakoso, F. A., Alizunna, D., Alamin, Z., Nugraha, D., & Fridayani, H. D. (2024). Metodologi Penelitian (Pendekatan Kuantitatif, Kualitatif, dan Campuran). Kenagarian Biaro Gadang: CV. Lauk Puyu Press.
Putra, A. P. (2023). Analisis E-Marketing, Promosi, Inovasi Terhadap Keputusan Beli di Alfamart. Jurnal Ecoment Global : Kajian Bisnis Dan Manajemen, 8(1), 52–56.
Rachmadhian, A. K., & Chaerudin, R. (2021). The Impact of Event Marketing on Building Brand Awareness for Fashion Customers. ASEAN Marketing Journal, 11(1), 52–58. https://doi.org/10.21002/amj.v11i1.12097
Rachmanu, E. D., Purnomo, F., & Hartini, S. (2024). Peran Social Brand Engagement dan Product Quality Terhadap Peningkatan Brand Awareness, Brand Association, dan Purchase Intention. Jurnal Ilmu Manajemen, 12(1), 198–210. https://doi.org/10.26740/jim.v12n1.p198-210
Rozak, A. (2024). Analisis Strategi Desain Produk untuk Meningkatkan Penjualan Pada PT. Bersama Cipta Mandiri. Jurnal Ekonomi, Manajemen, Dan Akuntansi, 2(8), 732–741.
Supandi, A., & Johan, R. S. (2022). Pengaruh Strategi Pemasaran Online Terhadap Pendapatan Pelaku UMKM di Kecamatan Cilandak. Journal of Applied Business and Economic (JABE), 9(1), 15–24.
Suryani, N. P. I., Prawitasari, P. P., Nurmalasari, M. R. & Tirtayani, I. G. A. (2024). Pengaruh Product Placement Terhadap Purchase Intention dengan Brand Awareness sebagai Variabel Mediasi. Jurnal Bina Bangsa Ekonomika, 18(1), 856 – 874. https://doi.org/10.46306/jbbe.v18i1
Supriyantony, E., & Jayadi, A. (2021). Pengaruh Citra Merek, Inovasi Produk, dan Iklan Terhadap Keunggulan Bersaing Produk Eskrim Wall’s di Tambun Selatan, Kabupaten Bekasi. Jurnal Ekonomi dan Bisnis, 1(1), 61 – 72.
Syarifuddin, Mandey, S. L., & Tumbuan, W. J. F. A. (2022). Sejarah Pemasaran & Strategi Bauran Pemasaran. Yogyakarta: CV. Istana Agency
Utami, D., & Askiah. (2021). Pengaruh Kompensasi Terhadap Produktivitas Kerja Karyawan pada PT. Sanggar Sarana Baja di Kota Samarinda. Borneo Student Research, 3(1), 851–858.
Widjaja, Y. R., & Wildan. (2023). Pengaruh Inovasi Produk, Promosi, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Sepeda Motor. Jurnal Sains Manajemen, 5(1), 1–13. https://doi.org/10.51977/jsm.v5i1.1007
Yuliana, Y., & Ardansyah, A. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Minuman Kedai Kopi Square di Kota Bandar Lampung. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 309–320. https://doi.org/10.54443/sinomika.v1i3.265
Copyright (c) 2025 Laisya Kezia Clarinta, Budi Prabowo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
