Pengaruh plot connection dan brand prominence dalam penempatan produk pada web series terhadap brand recall, brand recognition, dan brand attitude
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Abstract
This study aims to analyze and determine the influence of the plot connection and brand prominence in product placement toward brand recall, brand recognition, and brand attitude. The method of this study is an experimental study which is giving treatment to the participants, then collecting the data afterward. The number of participants is 227 people divided into 4 groups according to the web series for the treatment. The collection of data using a questionnaire was given after the participants watched the web series. The data were analyzed with an independent t-test. The findings indicated that in high plot connection web series, there is a positive influence of brand prominence towards brand recall, plot connection has a positive influence on brand recognition, plot connection has a positive influence on brand attitude, and in subtle brand prominence web series, there is a positive influence of plot connection towards the brand attitude.
Penelitian ini bertujuan untuk menganalisis dan menentukan pengaruh dari keterhubungan merek terhadap alur cerita dan brand prominence dalam penempatan produk terhadap ingatan terhadap merek, rekognisi merek, dan sikap terhadap merek. Metode penelitian yang digunakan adalah eksperimen pasca tes tanpa grup kontrol. Jumlah partisipan adalah 227 orang yang dibagi ke dalam 4 kelompok menurut web series untuk perlakuan. Pengumpulan data menggunakan kuesioner yang diberikan setelah partisipan menonton web series. Teknik analisa data dilakukan menggunakan uji t independen. Hasil penelitian ini menunjukkan bahwa pada plot connection tinggi, brand prominence berpengaruh secara positif terhadap ingatan terhadap merek, plot connection memiliki pengaruh yang positif terhadap rekognisi merek, plot connection memiliki pengaruh positif terhadap sikap terhadap merek, dan di dalam web series dengan brand prominence rendah, terdapat pengaruh positif dari plot connection terhadap sikap terhadap merek.
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