Pengaruh Web Series Merek Soyjoy Terhadap Sikap Kepada Merek (Studi Eksperimen Pada Mahasiswa FE Universitas Tarumanagara)

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Benedictus Erwin Prasetya
Cokki Cokki

Abstract

This study examines the effect of attitude toward the actor on attitude toward the brand through attitudes toward the product placement and attitude toward the film. The design of this research is experiment. The sampling technique using convenience sampling. Participants are 30 students of Faculty of Economics of Tarumanagara University in Jakarta. The treatment is web series by Soyjoy "Ini Perjalananku The Series". Techniques of data collection using questionnaire, the analysis used PLS SEM, as well as tools used Smart PLS v3 and SPSS 2.1. The result of this study are attitudes toward the actor have no effect either directly or indirectly (passing attitude toward product placement). Attitudes toward the actor will indirectly affect attitudes toward the brand if through attitude toward the film and attitude toward the product placement. The results of this study also indicate threre is differences in attitudes toward brand before and after watching product placements on the web series.



Penelitian ini meneliti pengaruh variabel sikap kepada aktor terhadap sikap kepada merek melalui sikap kepada penempatan produk dan sikap kepada film. Penelitian ini didasarkan pada 30 tanggapan responden yang dikumpulkan melalui kuesioner. Desain penelitian ini adalah eksperimen. Teknik pengambilan sampel menggunakan convenience sampling. Partisipan adalah 30 mahasiswa Fakultas Ekonomi Universitas Tarumanagara di Jakarta. Perlakuan yang digunakan adalah iklan web series Soyjoy “Ini Perjalananku The Series”. Teknik pengambilan data menggunakan kuesioner, analisis yang digunakan adalah PLS SEM, serta alat yang digunakan Smart PLS v3 dan SPSS 2.1. Sikap kepada aktor tidak berpengaruh baik secara langsung maupun secara tidak langsung (melewati sikap kepada penempatan produk). Sikap kepada aktor akan berpengaruh secara tidak langsung kepada sikap kepada merek apabila melalui sikap kepada film dan sikap kepada penempatan produk. Hasil penelitian ini juga menunjukkan adanya perbedaan sikap kepada merek sebelum dan sesudah menonton penempatan produk pada web series.

Article Details

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Author Biographies

Benedictus Erwin Prasetya, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Cokki Cokki, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

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