Path: Top Research Report Other University Machung University 2015

THE EFFECT OF PRODUCT PLACEMENT IN FOREIGN FOOTBALL MATCH OF UNFAMILIAR AND FAMILIAR BRANDS TOWARD BRAND EQUITY

Jurnal Manajemen: Volume 1, Nomor 2, Januari 2016
Journal from JIPTUNMERPP / 2015-07-10 06:19:24
Oleh : Ricardo Lysander, General Collection of Other University
Dibuat : 2015-07-10, dengan 0 file

Keyword : brand familiarity, product placement, brand equity, experimental

Media development and audience tendency in avoiding advertisement pushed companies to applied new strategies for their advertising needs. Product placement became a good alternative strategy because the product embedded seamlessly within the television program where sports programs had the most product appearances than other programs. It made the sport programs to have big potential of gaining new customers by using product placement methods. In foreign football programs that broadcasted in Indonesian televisions, audiences were exposed to familiar and unfamiliar brands. This quantitative experimental research analyzed the effect product placement of familiar and unfamiliar brand towards brand equity especially in foreign football match. Independent variable used were product placement of familiar brand and product placement of unfamiliar brand. Independent variables dimensions each variable had indicators, which are: visual, auditory and plot connection placement dimensions. Whereas indicator for dependent variable (brand equity) was from Customer Based Brand Equity Model from Keller. This research involved 100 respondents, using simple linear regression as data analysis method. The researcher found that both of familiar brand and unfamiliar brand did have effects toward brand equity. However, unfamiliar brand seemed to have higher effect toward brand equity than familiar brand because of curiosity.

Deskripsi Alternatif :

Perkembangan media dan kecenderungan orang untuk menghindari iklan mendesak perusahaan untuk menerapkan strategi baru dalam pemasaran. Product placement menjadi alternatif strategi yang baik karena produk menyatu dalam sebuah program televisi. Program olahraga memiliki penampakan produk terbanyak dibandingkan jenis program televisi lainnya, sehingga program olahrga memiliki potensial besar dalam mendapatkan konsumen baru dengan metode product placement. Pada acara sepakbola luar negeri yang disiarkan di Indonesia, penonton terpampang dengan merek-merek yang familiar dan tidak familiar. Penelitian eksperimen kuantitatif ini bertujuan meneliti mengenai efek dari product placement merek familiar dan merek tidak familiar terhadap brand equity pada acara olahraga sepakbola luar negeri. Variabel independen di penelitian ini adalah peletakan produk merek familiar dan peletakan produk merek tidak familiar. Indikator dari variabel independen menggunakan dimensi product placement yakni: dimensi visual, auditory dan plot connection placement. Sedangkan variabel dependen menggunakan ekuitas merek dengan indikator lima dimensi pada Customer Based Brand Equity Model milik Keller. Penelitian ini melibatkan 100 responden, dengan menggunakan alat uji regresi linear sederhana, hasil penelitian menunjukkan bahwa merek familiar dan merek tidak familiar memiliki efek terhadap brand equity. Namun merek unfamiliar memiliki efek terhadap brand equity lebih besar daripada merek familiar dikarenakan adanya faktor keingintahuan.

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PropertiNilai Properti
ID PublisherJIPTUNMERPP
OrganisasiGeneral Collection of Other University
Nama KontakDra. Wiwik Supriyanti, SS
AlamatJl. Terusan Halimun 11 B
KotaMalang
DaerahJawa Timur
NegaraIndonesia
Telepon0341-563504
Fax0341-563504
E-mail Administratorperpus@unmer.ac.id
E-mail CKOwsupriyanti@yahoo.com

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  • Editor: Wiwik Supriyanti, Dra. SS.