| dc.contributor |
Ilmu Komunikasi |
|
| dc.creator |
Arbani, Agyl Khrisna |
|
| dc.creator |
Rosyad, Udung Noor |
|
| dc.date |
2020-08-21 |
|
| dc.date.accessioned |
2021-03-15T03:58:18Z |
|
| dc.date.available |
2021-03-15T03:58:18Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/22714 |
|
| dc.identifier |
10.29313/.v6i2.22714 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29319 |
|
| dc.description |
Abstract The development and progress of communication technology nowadays has influenced social and cultural life of the community and requires companies to market their products in various ways, one of them using Product placement on Youtube. Tropicana Slim's Product placement which is presented in the form of a Web-series entitled "Janji" was aired on Youtube. The Web-series aims to introduce the Tropicana Slim’s brand implicitly to the audience of the Web-series. Purpose of this study is to determine the relationship between Tropicana Slim's product placement and Brand awareness through Implicit brand, Visual dimension, and Plot dimension among Students of the Faculty of Communication, Bandung Islamic University class 2016. This study use correlational quantitative research method. Data collection in this study was done by distributing online questionnaires to Students of the Faculty of Communication Bandung Islamic University class 2016 respondents who were randomly selected through the Simple Random Sampling technique, with population 399 students and 80 sample.The final result of the research shows that there is a very good relationships between Tropicana Slim product placement in "Janji" web series through implicit brand, visual dimension, and plot dimension with brand awareness among the students of Communication Sciences of Bandung Islamic University class 2016.Keywords. Marketing Communication, Brand awareness. Product placement, Web Series, Youtube.Abstrak. Perkembangan dan kemajuan teknlogi komunikasi, telah mempengaruhi kehidupan sosial dan kultural masyarakat dan menuntut perusahaan untuk menjual produknya dengan berbagai cara, salah satunya dengan Product placement di Youtube. Product placement Tropicana Slim yang hadir dalam bentuk Web series berjudul "Janji" ditayangkan di media Youtube. Web series tersebut bertujuan untuk memperkenalkan brand Tropicana Slim secara implicit kepada para penonton Web series tersebut. Tujuan dari penelitian ini adalah untuk mengetahui hubungan Product placement Tropicana Slim melalui Implicit brand, Visual dimension, dan Plot dimension dengan Brand awareness di kalangan Mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung Angkatan 2016. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif korelasional, pengumpulan data pada penelitian ini dengan cara menyebarkan kuesioner online kepada mahasiswa Fakultas Ilmu Komunikasi angkatan 2016 Universitas Islam Bandung yang dipilih secara acak melalui teknik Simple Random Sampling, dengan jumlah populasi sebanyak 399 mahasiswa aktif, dengam jumlah sampel sebanyak 80 orang. Hasil akhir dari penelitian ini menunjukan terdapat hubungan yang sangat baik antara product placement Tropicana Slim dalam web series "Janji" melalui implicit brand, visual dimension dan plot dimension dengan brand awareness di kalangan mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung angkatan 2016Kata Kunci. Komunikasi Pemasaran, Brand awareness. Product placement, Web Series, Youtube. |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/22714/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 287-291 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 287-291 |
|
| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Komunikasi Pemasaran, Brand Awareness, Product placement, Web series, Youtube |
|
| dc.title |
Hubungan Product Placement Tropicana Slim dalam Web Series "Janji" dengan Brand Awareness |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|