Transformasi Digital Merek-Merek Indonesia Dalam Bentuk Penempatan Produk Pada Web Series Di Situs Web Youtube [Digital Transformation of Indonesian Brands in the Form of Product Placement on Web Series on the Youtube Website]

DeReMa Development Research of Management Jurnal Manajemen Pub Date : 2019-05-28 DOI:10.19166/DEREMA.V14I1.1305

Cokki Cokki, Lydiawati Soelaiman, Ida Puspitowati

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引用次数: 4

Abstract

This study aims to determine the characteristics of Indonesian brand product placement, viewers’ attitude, and the form of viewers’ attitude towards web series on Youtube website. Data were taken from 16 brands covering 94 episodes in 21 web series. Data were analyzed by frequency distribution and content analysis. The results showed that the characteristics of Indonesian brand product placement were very diverse, viewers attitude were positive, and the form of viewers attitude were stronger in attitude toward film, attitude toward actors, and attitude toward character compared to attitude toward product placement and attitude toward brand. Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui karakteristik penempatan produk merek Indonesia, sikap penonton, dan bentuk sikap penonton terhadap web series di situs web Youtube. Data diambil dari 16 merek yang mencakup 94 episode dalam 21 web series. Data dianalisis dengan distribusi frekuensi dan analisis konten. Hasil penelitian menunjukkan bahwa karakteristik penempatan produk merek Indonesia sangat beragam, sikap penonton positif, dan bentuk sikap penonton lebih kuat pada sikap terhadap film, sikap terhadap aktor, dan sikap terhadap karakter dibandingkan dengan sikap terhadap penempatan produk dan sikap terhadap merek.

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本研究旨在确定印尼品牌植入式广告的特点，观众的态度，以及观众对Youtube网站上网络连续剧的态度形式。数据来自16个品牌，涵盖21部网络剧的94集。采用频率分布法和内容分析法对数据进行分析。结果表明，印尼品牌植入式广告的特征非常多样化，观众态度是积极的，观众态度的形式在对电影的态度、对演员的态度和对人物的态度上强于对植入式广告的态度和对品牌的态度。中文摘要:Penelitian ini bertujuan untuk mengetahui karakteristik penempatan产品来自印度尼西亚，sikap penonton, dan bentuk sikap penonton terhadap网络系列网站Youtube。Data diambil dari 16 merek yang menakup 94集dalam 21网络连续剧。数据分析与分布业务是一种频繁的数据分析。Hasil penelitian menunjukkan bahwa karakteristik penempatan produk merek Indonesia sangat beragam, sikap penonton, dan bentuk sikap penonton lebih kuat pada sikap terhadap film, sikap terhadap aktor, dan sikap terhadap karkter dibandingkan dengan sikap terhadap penhadap产品dan sikap terhadap merek。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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DeReMa Development Research of Management Jurnal Manajemen

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审稿时长

20 weeks