Ashaffa Rizky Meidianti, R. Nugrahani
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引用次数: 0

摘要

广告是营销人员最常用的营销传播组合。然而,由于消费者对被迫观看广告表示反对,因此出现了“跳”和“跳”行为。在节目中插入广告或产品植入,仍然被认为不是营销人员的优先考虑。尽管如此,一款使用植入式广告的产品是Kopiko。Kopiko是在韩剧《文森佐》中使用植入式广告的印尼产品。本研究旨在了解韩剧《文森佐》中Kopiko的植入式广告对观众反应的影响程度。本研究采用定量方法。样本选取采用非概率抽样法,目的式抽样,受访者人数410人。使用的数据分析技术是描述性分析和简单的线性回归分析。根据假设检验的结果,韩剧《文森佐》中Kopiko的植入式广告对观众反应有显著的影响,t count > t table(8337 > 1965)表明。经系数确定,韩剧《文森佐》中Kopiko的植入式广告对观众反应的影响为14.6%,而其他本研究未考察的因素对其影响为85.4%。因此,可以得出韩剧《文森佐》中Kopiko的植入式广告对观众反应的影响为14.6%。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh Product Placement Kopiko dalam Drama Korea Vincenzo terhadap Respon Khalayak
Advertising is the most used marketing communication mix by marketers. However, there are behavioral changes where consumers object to being forced to watch advertisements, resulting in zapping and zipping behavior. The use of advertisements inserted in a program, or product placement, still considered a non-priority for marketers. Despite that, one product that uses product placement is Kopiko. Kopiko is an Indonesian product that uses product placement in Korean drama Vincenzo. This research aims to find out how much Kopiko's product placement in Korean drama Vincenzo impacted audience response. This research uses quantitative methods. The sample were chosen using non-probability sampling method purposive sampling type, with the number of respondents 410 people. Data analysis technique used is descriptive analysis and simple linear regression analysis. According to the results of hypothesis testing, Kopiko's product placement in Korean drama Vincenzo has a significant impact towards audience response, as shown by t count > t table (8,337 > 1,965). Based on coefficient determination, Kopiko's product placement in Korean drama Vincenzo has 14,6% impact towards audience response, while 85,4% influenced by other factors not examined in this study. So, it can be concluded that Kopiko's product placement in Korean drama Vincenzo has 14,6% impact towards audience response.
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