Model Keputusan Pembelian Minuman di Formula 1: Integrasi Stealth Marketing, Alibi Marketing, dan Brand Awareness
DOI:
https://doi.org/10.55606/jimas.v5i3.2833Keywords:
Alibi Marketing, Brand Awareness, Heineken, Purchase Decision, Stealth MarketingAbstract
This study examines the constructs of stealth marketing, alibi marketing, and brand awareness in relation to purchase decisions for Heineken beverages among the Formula 1 audience in the Jabodetabek region. It addresses inconsistencies in Theory of Planned Behavior (TPB) research findings regarding the effectiveness of covert marketing strategies on consumer purchase decisions. Employing a quantitative research approach, the study used purposive sampling to select 200 respondents who were Formula 1 viewers and familiar with Heineken as an official event sponsor. Data were collected through a structured questionnaire and analyzed using appropriate statistical techniques to evaluate the relationships among the research variables. The results demonstrate that stealth marketing, alibi marketing, and brand awareness each have a positive influence on purchase decisions, with alibi marketing exerting the strongest influence among the three variables. These findings indicate that indirect and subtle marketing strategies remain effective in shaping consumer perceptions and encouraging purchasing behavior when supported by strong brand awareness. The study contributes to the development of marketing communication literature by providing empirical evidence on the effectiveness of covert marketing strategies in sports sponsorship contexts and offers practical insights for companies seeking to strengthen consumer purchase decisions through innovative promotional approaches
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