Efektivitas product placement samsung galaxy s6 edge di dalam film the avengers: age of ultron

Konstantia, Nikki (2016) Efektivitas product placement samsung galaxy s6 edge di dalam film the avengers: age of ultron. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Samsung sebagai salah satu produsen smartphone terbesar di dunia sedang mengalami kemerosotan penjualan dan harus menghadapi persaingan mancanegara. Untuk mempertahankan posisi sebagai produsen smartphone global nomor satu dunia serta untuk menghadapi keterpurukan yang sedang dihadapinya, Samsung harus mengembangkan target market-nya ke seluruh penjuru dunia, termasuk ke Indonesia. Samsung berkolaborasi bersama Marvel untuk mengintegrasikan teknologi Samsung melalui product placement di dalam adegan film The Avengers: Age of Ultron. Oleh karena itu, maka dilakukanlah penelitian untuk mengetahui seberapa besar efektivitas product placement Samsung Galaxy S6 Edge di dalam film The Avengers: Age of Ultron. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan menyebarkan kuesioner kepada 125 penonton film The Avengers: Age of Ultron ,serta data sekunder berupa studi kepustakaan dan dokumentasi. Sebanyak 91 penonton menyadari keberadaan brand Samsung dan sisanya tidak dapat melanjutkan pengisian kuesioner. Hasil penelitian menunjukkan bahwa product placement Samsung Galaxy S6 Edge di dalam film The Avengers: Age of Ultron efektif dalam meningkatkan attention penontonnya. Product placement Samsung Galaxy S6 Edge di dalam film The Avengers: Age of Ultron memang tidak dapat meningkatkan penjualan, namun berhasil membentuk citra Samsung sebagai brand berteknologi tinggi. / Samsung as one of the biggest smartphones manufacturers in the world is experiencing a slump in sales and have to face foreign competition.To maintain its position as the global number one smartphone manufacturer in the world and to face adversity at hand, Samsung should develop its target market all over the world, including Indonesia. Samsung in collaboration with Marvel to integrate Samsung’s technology through product placement in The Avengers: Age of Ultron movie. Therefore, we conducted research to find out how big the effectiveness of Samsung Galaxy S6 Edge’s Product Placement in The Avengers: Age of Ultron movie. This study uses a quantitative approach with a descriptive research method. Research data collection is done by distributing questionnaires to 125 The Avengers: Age of Ultron moviegoers, as well as secondary data from literature study and documentary. A total of 91 moviegoers aware of Samsung brand and the rest who are unaware can not continue filling out the questionnaire. The results showed Samsung Galaxy S6’s product placement in The Avengers: Age of Ultron movie is effective in improving audience attention. Product placement of Samsung Galaxy S6 Edge in The Avengers: Age of Ultron movie is not able to increase sales, but succeeded in forming the image of Samsung as a high technology brand.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Konstantia, NikkiUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPamungkas, SigitUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: efektivitas ; product placement
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 06:59
Last Modified: 04 Oct 2018 06:59
URI: http://repository.uph.edu/id/eprint/963

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