:: UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Analisis pengaruh Product Placement Samsung Galaxy SIII pada serial drama korea "To The Beautiful You" terhadap sikap konsumen dan intensi untuk membeli produk = Analysis the influence of Samsung Galaxy SIII product placement toward consumer's attitude and purchase intention of product / Rahadia Utami

Rahadia Utami; Ahdia Amini, supervisor; M. Gunawan Alif, examiner; Triyono Arief Wahyudi, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013)

 Abstrak

ABSTRAK
Tesis ini membahas bagaimana pengaruh product placement smartphone
Samsung Galaxy SIII, pada serial drama Korea yang berjudul “To The Beautiful
You”. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil
penelitian ini menunjukkan bahwa brand awareness dan attitude toward drama
tidak berpengaruh signifikan terhadap attitude toward brand/product, sedangkan
attitude toward actor dan attitude toward product placement berpengaruh
signifikan terhadap attitude toward brand/product. attitude toward actor dan
attitude toward brand/product berpengaruh terhadap purchase intention. Hasil
penelitian ini menyarankan marketer agar mampu memilih endorser yang tepat
untuk menggunakan produknya dalam product placement yang ditampilkan dalam
sebuah serial drama, karena aktor memiliki pengaruh yang cukup tinggi baik
terhadap attitude toward brand/product, maupun purchase intention.

ABSTRACT
This study focused on the effect of Samsung Galaxy SIII smartphone product
placement, in Korean drama series entitled "To The Beautiful You". This research
is descriptive quantitative research design. The results of this study showed that
brand awareness and attitude toward drama have insignificant effect on attitude
toward the brand / product, while the attitude toward the actor and attitude toward
product placement significantly influence the attitude toward the brand / product.
Attitude toward actors and attitude toward brand/product significantly influence
purchase intention. The results of this study suggest that marketers have to choose
the right endorser to use the product in product placement featured in a drama
series, because the actor has a high enough influence both on attitude toward the
brand / product, and purchase intention.

 File Digital: 1

Shelf
 T34777-Rahadia Utami.pdf :: Unduh

LOGIN required

 Metadata

No. Panggil : T34777
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Subjek :
Penerbitan : [Place of publication not identified]: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ita rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiv, 111 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
T34777 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20329758