Pengaruh product placement pada film twilight terhadap sikap remaja twilight nusantara

Oentoro, Anne (2013) Pengaruh product placement pada film twilight terhadap sikap remaja twilight nusantara. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Semakin banyaknya jumlah iklan yang tayang pada sebuah medium, seperti televisi mengakibatkan timbulnya kebosanan dari khalayak. Pemasar mulai mencari alternatif lain dalam mempromosikan produk mereka melalui strategi product placement (menempatkan/menyisipkan merek atau produk sebagai bagian dari film). Salah satu film yang menggunakan praktek product placement adalah film Twilight. Penelitian ini menjelaskan pengaruh product placement terhadap sikap remaja. Sikap sendiri merupakan sebuah evaluasi yang menilai positif/negatif, bagus/tidak, suka/tidak suka. Penelitian ini menggunakan metode survei korelasional dengan cara menyebarkan kuesioner kepada 55 remaja Twilight Nusantara, yaitu komunitas pencinta film Twilight. Data diolah menggunakan Spearman Correlation untuk melihat hubungan yang dihasilkan dari product placement Volvo dan Apple terhadap sikap penonton remaja. Hasil penelitian memperlihatkan bahwa keberadaan product placement memberikan pengaruh kepada sikap remaja Twilight Nusantara. Secara umum, penonton memberikan sikap yang positif terhadap dimensi attention, acceptance, dan interest. Sementara pada sikap reference responden menunjukan sikap netral. Hasil penelitian ini dapat dijadikan masukan bagi para pengiklan di Indonesia dalam melakukan product placement yang lebih baik lagi dalam sebuah film. / Lots of advertisings in the traditional media such as television cause the audiences to get bored. Marketers’ start to look for other alternatives to promote their products; one of it is through product placement, which is put brand as part of a film. One of the films that used the strategy of product placement is Twilight movie. This research explained the impact of product placement on the youth’s attitude. Attitude means an evaluation of positive/negative, good/bad, and like/dislike. This research used survey correlation method by distributing questionnaires to the 55 youths of Twilight Nusantara, the Twilight’s movie lover’s community. The data is processed using Spearman Correlation to examine the relationship resulting from product placement Volvo and Apple towards youth audience’s attitudes. From the research, it can be proved that product placement influence the attitude of Twilight Nusantara. In general, the audiences gave positive attitude to the dimensions of attention, acceptance, interest and neutral attitudes to the dimension of reference. It can be used as an input for the advertisers in Indonesia in doing a better product placement in a movie.

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