| dc.contributor |
Ilmu Komunikasi |
|
| dc.creator |
Amelia, Vicky Rizky |
|
| dc.creator |
Rosyad, Udung Noor |
|
| dc.date |
2020-08-23 |
|
| dc.date.accessioned |
2021-03-15T03:58:31Z |
|
| dc.date.available |
2021-03-15T03:58:31Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/22854 |
|
| dc.identifier |
10.29313/.v6i2.22854 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29328 |
|
| dc.description |
Abstract. Product placement is a method used to increase the promotional activities of a product or service by presenting a product with the impression that the existence of the product is as the part of a film. This study aims to determine how much influence is the product placement of the Samsung Galaxy Note 10 ad in Drama Dr. Romantic Kim Season 2 regarding purchase requests from students of the Faculty of Medicine UNISBA 2017. The theories used to support this research include the theory of product placement and the theory of buying interest. This research uses multiple regression quantitative research method. The population in this study were students of the 2017 UNISBA Faculty of Medicine who had watched Dr. Romantic Kim Season 2 with a total of 182 people. The sample using the Solvin formula obtained 65 respondents. Test the prerequisite analysis with the classical assumption test. The results of this study indicate that there is an effect of product placement in Samsung Galaxy Note 10 advertisements on purchase intention.Keywords: Product Placement, Samsung Galaxy Note 10, Purchase Interest.Abstrak. Product placement adalah cara yang digunakan untuk meningkatkan kegiatan promosi sebuah produk atau jasa dengan menampilkan sesuatu produk dengan kesan bahwa keberadaan produk tersebut seolah-olah menjadi bagian dari cerita film. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh product placement iklan Samsung Galaxy Note 10 dalam Drama Korea Dr. Romantic Kim Season 2 terhadap minta beli Mahasiswa Fakultas Kedokteran UNISBA 2017. Teori yang digunakan untuk mendukung penelitian ini antara lain, teori product placement dan teori minat beli. Penelitian ini menggunakan metode penelitian kuantitatif regresi berganda. Populasi pada penelitian ini adalah Mahasiswa Fakultas Kedokteran UNISBA 2017 yang pernah menonton Drama Dr. Romantic Kim Season 2 dengan jumlah 182 orang. Sampel menggunakan rumus Solvin diperoleh 65 orang responden. Uji prasyarat analisis dengan uji asumsi klasik. Hasil penelitian ini menunjukan bahwa adanya pengaruh product placement iklan Samsung Galaxy Note 10 terhadap minat beli.Kata kunci: Product Placement, Samsung Galaxy Note 10, Minat Beli. |
|
| 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/22854/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 357-363 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 357-363 |
|
| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Product Placement, Samsung Galaxy Note 10, Minat Beli. |
|
| dc.title |
Pengaruh Product Placement Iklan Samsung Galaxy Note 10 terhadap Minat Beli |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|