Kajian product placement dalam tayangan drama Korea my love from the star terkait keputusan pembelian oleh penggemar korean pop culture = The study of product placement on korean drama ‘my Love from the star’ in relation to korean popular Culture fans’ buying decisions

Meliana, Yuki (2014) Kajian product placement dalam tayangan drama Korea my love from the star terkait keputusan pembelian oleh penggemar korean pop culture = The study of product placement on korean drama ‘my Love from the star’ in relation to korean popular Culture fans’ buying decisions. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Globalisasi menyebabkan kemajuan dalam bidang teknologi komunikasi sehingga proses pertukaran pesan serta informasi semakin cepat. Hal ini mendorong terjadinya pencampuran antar budaya di seluruh dunia. Korean Pop Culture menjadi salah satu budaya yang menyebar ke seluruh dunia termasuk Indonesia melalui Korean Wave. Perkembangan drama Korea semakin cepat dan dalam tayangan drama Korea terdapat product placement sebagai alternatif dalam beriklan. Exposure yang tinggi dapat diperoleh melalui penggunaan product placement dalam tayangan drama Korea dan diharapkan semakin mendorong audiens untuk melakukan pembelian. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana product placement dalam tayangan drama Korea membentuk proses keputusan pembelian yang dilakukan para penggemar Korean Pop Culture. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara dan observasi non-partisipan, serta data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada para audiens dari tayangan drama Korea My Love From the Star yang juga merupakan penggemar Korean Pop Culture. Hasil penelitian menunjukkan bahwa product placement dalam drama My Love From the Star tidak terlalu efektif dalam mendorong pembentukan proses keputusan pembelian bagi penggemar Korean Pop Culture. Hal tersebut dikarenakan banyaknya faktor situasional dan kondisi yang mempengaruhi keputusan pembelian yang dilakukan konsumen. / Globalization leads to the advances in communication technology, making the process of exchanging messages and information faster. It triggers cultural integration across the world, of which Korean Popular Culture’s spread as the ‘Korean Wave’ is an example. Korean Dramas especially become an alternative way to advertise, through product placements. High exposure of products can be obtained through such placements, which is expected to encourage the audience to make purchases. For this reason, research is needed to determine how product placement in Korean Dramas form buying decision processes undertaken by Korean Popular Culture fans. This research uses the qualitative approach with the case study method. Data collection is carried out through interviews and non-participant observation as sources of primary data, and literature and document study as sources of secondary data. Informants are selected from the audience of ‘My Love From The Star’ Korean Drama, who represent Korean Popular Culture fans. From the research, it can be proved that product placement in Korean Drama ‘My Love From the Star’ doesn’t give a big impact to encourage the Korean Popular Culture fans to make a purchase. There are a lot of factors and conditions that can influence the purchase decision.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Meliana, YukiUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Product Placement ; Drama Korea ; Keputusan Pembelian ; Brand Awareness
Subjects: H Social Sciences > HM Sociology
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: Mrs Linda Dwiastuti
Date Deposited: 16 Oct 2018 07:36
Last Modified: 16 Oct 2018 07:36
URI: http://repository.uph.edu/id/eprint/1292

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