Purchase intention is a step that mediates consumer attitude and effective behavior. The link between this stage of consumer behavior and product placement represents an area in which previous scholars’ results have not been overly consistent, making it not as crystal clear as desired. This research covers the effects that the variables identified on the literature review have on food in movies, and subsequently, on purchase intentions. The formulated hypotheses provide an in-depth look to how product placement affects consumers. Moreover, this research is trying to study the role of food in movies in mediating the effect of product placement's prominence and modality on purchase intention. Questionnaires were distributed online to regions in Indonesia, and 145 respondents were collected. Structural equation modelling (SEM) was applied to evaluate the hypothesized relationships between variables. The research found that there is a significant and positive effect of product placement's prominence and modality on food in movies, as well as food in movies on purchase intention. Additionally, there is a mediating effect of food in movies in the relationships between product placement's prominence and modality with purchase intention.

---

Purchase Intention merupakan langkah yang memediasi sikap konsumen dan perilaku efektif. Hubungan antara tahap perilaku konsumen dan Product Placement mewakili area dimana hasil penelitian para peneliti sebelumnya tidak terlalu konsisten, sehingga masih tidak jelas arah mana yang dituju. Penelitian ini mencakup pengaruh variabel yang diidentifikasi pada tinjauan pustaka terhadap Food in Movies, dan selanjutnya, pada Purchase Intention. Hipotesis yang dirumuskan memberikan pandangan mendalam tentang bagaimana Product Placement memengaruhi konsumen. Selain itu, penelitian ini mencoba untuk mempelajari peran Food in Movies dalam memediasi pengaruh Prominence dan Modality terhadap Purchase Intention. Kuesioner disebarkan secara online ke daerah-daerah seluruh Indonesia, dan terkumpul 145 responden. Pemodelan persamaan struktural (SEM) diterapkan untuk mengevaluasi hipotesis hubungan antar variabel. Hasil penelitian menemukan bahwa terdapat pengaruh yang signifikan dan positif antara Prominence dan Modality pada Food in Movies, serta Food in Movies terhadap Purchase Intention. Selain itu, ada efek mediasi Food in Movies dalam hubungan antara Prominence dan Modality dengan Purchase Intention.