TRI YULIANA, AGNES (2024) PENGARUH PRODUCT PLACEMENT COLORGRAM DALAM DRAMA KOREA TRUE BEAUTY TERHADAP BRAND AWARENESS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Advertising is considered effective in building brand awareness, one of which is using a product placement strategy through Korean dramas. This research aims to find out whether there is an influence and how much influence the product placement colorgram in the Korean drama True Beauty has on brand awareness. This research uses quantitative methods with the type of explanatory survey research. The theory used in this research is the S-O-R theory with the assumption that communication is an action-reaction process in which verbal, non-verbal signals and certain symbols stimulate the organism to provide a certain response. The population in this study was female students at Sultan Ageng Tirtayasa University class 2020-2023, with a sample of 99 respondents using a purposive sampling technique. This research uses descriptive analysis techniques and simple linear regression analysis. Based on the results of the coefficient of determination, it shows that colorgam product placement in the Korean drama True Beauty has a 15.2% effect on brand awareness. And the results of the hypothesis test show that the calculated t value of 4.168 is greater than the t table of 1.661, so the final hypothesis is accepted, namely that there is an influence of product placement colorgrams in the Korean drama True Beauty on the brand awareness of female students at Sultan Ageng Tirtayasa University class 2020-2023
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Periklanan dinilai efektif dalam membangun brand awareness, salah satunya menggunakan strategi product placement melalui drama korea. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh dan seberapa besar pengaruh antara product placement colorgram dalam drama korea true beauty terhadap brand awareness. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian survei eksplanatif. Teori yang digunakan dalam penelitian ini yaitu teori S-O-R dengan asumsi bahwa komunikasi merupakan proses aksi-reaksi yang mana verbal, isyarat non verbal, dan symbol tertentu menjadi rangsangan organisme untuk memberikan respon tertentu. Populasi dalam penelitian ini yaitu mahasiswa perempuan Universitas Sultan Ageng Tirtayasa angkatan 2020-2023, dengan sampel sebanyak 99 responden menggunakan teknik purposive sampling. Penelitian ini menggunakan teknik analisis deskriptif dan analisis regresi linear sederhana. Berdasarkan hasil koefisien determinasi menujukkan bahwa product placement colorgam dalam drama korea true beauty berpengaruh sebesar 15,2% terhadap brand awareness. Serta hasil uji hipotesis menunjukkan nilai t hitung 4,168 lebih besar dari t tabel 1,661, sehingga hipotesis akhir diterima yakni ada pengaruh product placement colorgram dalam drama korea true beauty terhadap brand awareness mahasiswa perempuan Universitas Sultan Ageng Tirtayasa angkatan 2020-2023 | |||||||||
| Uncontrolled Keywords: | Product Placement, Brand Awareness, S-O-R, Colorgram, Korean Drama True Beauty Product Placement, Brand Awareness, S-O-R, Colorgram, Drama Korea True Beauty. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Agnes Tri Yuliana | |||||||||
| Date Deposited: | 04 Jul 2024 14:09 | |||||||||
| Last Modified: | 04 Jul 2024 14:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37000 |
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