Pengaruh brand placement nike dalam film step up 3d terhadap sikap audiens remaja di sanggar tari modern dance dan hip hop dance di dki jakarta

Susanti, Liani (2011) Pengaruh brand placement nike dalam film step up 3d terhadap sikap audiens remaja di sanggar tari modern dance dan hip hop dance di dki jakarta. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (1MB)
[img] Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (149kB)
[img] Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (2MB)
[img] Text (Chapter 1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (673kB)
[img] Text (Chapter 2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (750kB)
[img] Text (Chapter 3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (1MB)
[img] Text (Chapter 4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (1MB)
[img] Text (Chapter 5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (2MB)
[img] Text (Chapter 6)
Chapter6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (307kB)
[img] Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (492kB)
[img] Text (Appendices)
Appendices.PDF
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (7MB)
[img] Text (Publication-Agreement)
Publication-Agreement.pdf
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (357kB)

Abstract

Permasalahan-permasalahan yang dihadapi oleh iklan televisi membuat semakin berkurangnya efektifitas dari iklan televisi. Untuk mengatasi hal tersebut, pemasar mulai mencari cara lain guna mempromosikan brand produknya. Salah satunya adalah melalui brand placement, yang menempatkan/menyisipkan brand/produk sebagai bagian dari film. Tujuannya adalah agar para pemasar dapat mengekspos brand/produknya kepada audiens melalui suatu medium, di mana audiens cenderung mau menerimanya. Pengumpulan data dalam penelitian ini dilakukan dengan menyebarkan kuesioner sebagai data primer kepada responden (remaja) yang pernah menonton film Step Up 3D. Data diolah dengan mengginakan analisis validitas dan reliabilitas, kepada 30 orang responden sebagai bentuk pre-test penelitian. Setelah itu, actual test dilakukan dengan menyebarkan kuesioner kepada 300 orang responden dan dianalisi dengan Spearman Correlation. Dari hasil penelitian, dapat dibuktikan bahwa keberadaan brand placement memberikan pengaruh kepada sikap audiens remaja. Secara umum, audiens memberikan sikap yang positif terhadap ketiga dimensi, attention, acceptance, dan reference. Hanya pada sikap interest, responden menunjukkan sikap netral. Hal ini dapat dijadikan gambaran bagi para advertiser di Indonesia dalam penempatan product placement yang lebih baik lagi dalam sebuah film. / Problems faced by television advertising influence the decreasing effectiveness of television advertising. To overcome this, marketers start looking for other ways to promote products. Among others is through brand placement, the placing/inserting the brand/product as part of a film. The aim is that marketers can expose their brands/products to an audience through a medium, where the audience tends to be favorable. The data collection in the study was conducted by distributing questionnaires to the respondents (teenagers) who ever watched the Step Up 3D movie as the primary data. The data, then, were processed by using validity and reliability analysis to 30 respondents as a form of pre-test research. After that, the actual test was conducted by distributing questionnaires to 300 respondents and analyzed with the Spearman Correlation. From the research, it can be proved that the brand placement in the film gave effect to the teenaged audience attitudes. In general, the audience gave a positive attitude towards the three dimensions: attention, acceptance, and reference. Only in the attitude of interest, respondents indicated a neutral stance. It can be used as illustration for the advertisers in Indonesia to make a better product placement in a movie.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Susanti, LianiUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: nike brand placement ; step up 3d film ; youth audience attitude
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:27
Last Modified: 05 Dec 2019 11:25
URI: http://repository.uph.edu/id/eprint/1151

Actions (login required)

View Item View Item