PENGARUH PRODUCT PLACEMENT TERHADAP MINAT BELI

Ines Hizni Arfatillah, - (2018) PENGARUH PRODUCT PLACEMENT TERHADAP MINAT BELI. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Berkembangnya industri kosmetik di Indonesia membuat persaingan semakin kompetitif. Pemasar gencar menarik perhatian konsumen dan mempertahankan pangsa pasar salah satunya dengan melakukan product placement. Emina adalah salah satu perusahaan yang telah mengadopsi cara ini untuk memasarkan produknya kepada masyarakat. Sebagai media penyebarannya, Emina memilih untuk memasukkan produknya ke dalam sebuah jenis film yaitu mini drama Bittersweet. Tujuan dari penelitian ini untuk mengetahui gambaran mengenai product placement terhadap minat beli. Dalam penelitian ini, variable independen (X) adalah product placement dan variable dependen (Y) adalah minat beli. Metode penelitian yang digunakan merupakan metode deskriptif dan verifikatif dengan subjek penonton mini drama Bittersweet. Sample dalam penelitian ini sebanyak 100 responden dengan metode purposive sampling. Teknik analisis yang digunakan adalah uji normalitas, uji korelasi pearson, analisis regresi sederhana, dan uji koefisien regresi menggunakan software SPSS. Hasil penelitian menunjukan bahwa product placement memiliki pengaruh terhadap minat beli konsumen pada produk Emina. Diharapakan Emina dapat meningkatkan konten yang ditampilkan melalui product placement sehingga meningkatan minat beli.---The development of cosmetics industry in Indonesia takes its bigger competitive rivalry. Marketers intensely attract the attention of consumers maintain market share, one of their ways to do it is by doing product placement. Emina is one of the companies that adopted this way to market its products to the public. As a media distribution, Emina chose to include its products into the mini drama Bittersweet. The purpose of this research is to know the description of Emina product placement toward purchase intention. The independent variable of this research is (X) product placement and dependent variable (Y) purchase intention. Descriptive and verificative method being used in this research with subject of mini Bittersweet drama audience. Sample of this research are 100 respondents with purposive sampling method. The technical analysis used is normality test, pearson correlation, simple regression analysis, and t analysis using SPSS software. The results show that product placement has influence on consumers’ buying interest in Emina product. It is expected that Emina can improve the content that comes through product placement so as to increase the purchase intention.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: No. Panggil : S PEM INE P-2018 Pembimbing I : Ayu Krishna Y II : Mokh Adib Sultan NIM : 1405423
Uncontrolled Keywords: Product Placement, Minat Beli.
Subjects: H Social Sciences > HB Economic Theory
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: DAM staf
Date Deposited: 20 Feb 2019 10:18
Last Modified: 20 Feb 2019 10:18
URI: http://repository.upi.edu/id/eprint/33826

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