THE COMPARISON OF PRODUCT PLACEMENT EFFECTIVENESS ON VIRTUAL INFLUENCER IN WEST JAVA AND YOGYAKARTA
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Abstract
Penelitian ini mengkaji perbandingan pengaruh penempatan produk pada konten Instagram virtual influencer terhadap ingatan merek dan brand salience untuk merek Gucci dan Nike di Jawa Barat dan D.I Yogyakarta. Penelitian sebelumnya belum menyoroti efektivitas penempatan produk melalui virtual influencer di platform Instagram dan sebagian besar berfokus pada human influencer dengan menggunakan media tradisional seperti film, program televisi dan lagu. Secara teoritis, penelitian ini didasarkan pada teori hybrid message yang menjelaskan bahwa penempatan produk yang disisipkan dalam konten non-komersial dianggap lebih kredibel seingga mampu memengaruhi kesadaran merek. Penelitian ini menggunakan metode kuantitatif dengan desain eksperimen pre-test dan post-test. Data dikumpulkan dari 631 mahasiswa di kedua wilayah melalui eksperimen lapangan. Akun Instagram virtual influencer bernama Allysa Gladys digunakan sebagai perlakuan, dengan konten yang menampilkan produk dari kedua merek tersebut. Analisis data dilakukan menggunakan uji beda t berpasangan. Hasil analisis menunjukkan bahwa penempatan produk secara signifikan meningkatkan ingatan merek dan brand salience, dengan efektivitas tertinggi terjadi di D.I Yogyakarta. Penelitian ini memberikan kontribusi terhadap literatur pemasaran digital, khususnya di negara berkembang, serta menawarkan panduan praktis bagi pemasar dalam memanfaatkan virtual influencer untuk meningkatkan kesadaran merek.
This study examines the comparative effects of product placement on virtual influencer Instagram content towards brand recall and brand salience for Gucci and Nike in West Java and D.I Yogyakarta. Previous studies have not specifically addressed the effectiveness of product placement through virtual influencers on Instagram, with most research focusing on human influencers using traditional media such as films, television programs, and songs. Theoretically, this study use the hybrid message theory, which posits that product placements embedded in non-commercial content are perceived as more credible and therefore capable of influencing brand awareness. A quantitative method with a pre-test and post-test experimental design was employed. Data were collected from 631 university students in both regions through a field experiment. An Instagram account of a virtual influencer named Allysa Gladys was used as the treatment, featuring content that displayed products from both brands. Data analysis was conducted using paired sample t-tests. The results indicate that product placement significantly enhances brand recall and brand salience, with the highest effectivity observed in D.I Yogyakarta. This research contributes to the digital marketing literature, particularly in developing countries, and offers practical insights for marketers in utilizing virtual influencers to boost brand awareness.
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