Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film “Nanti Kita Cerita Tentang Hari Iniâ€
DOI:
https://doi.org/10.37535/102003120211Keywords:
marketing communication, product placement, brand awareness, filmAbstract
Product placement can be used as a way to promote a product or service. The product or service is displayed in such a way as to give the impression that the product or service is part of a film or TV program. Toyota displays its products in the film “Nanti Kita Cerita Tentang Hari Iniâ€. “Nanti Kita Cerita Tentang Hari Ini†is a film with the theme of family. This study aims to determine the influence of Toyota's product placement on brand awareness in the film “Nanti Kita Cerita Tentang Hari Iniâ€. The research method used is quantitative explanative by distributing questionnaire online. The results show that there is a positive influence between the product placement of Toyota on brand awareness in the film “Nanti Kita Cerita Tentang Hari Iniâ€. In addition, respondents also agreed that they can identify Toyota as an automotive company and that Toyota's car products are shown without disturbing the respondent's focus while watching the film.
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Karimah, K. E., Syafitri, P. I. E., & Wahyudin, U. (2019). Etika praktik product placement dalam film Ayat-Ayat Cinta 2. Jurnal Manajemen Komunikasi, 4(1), 60. https://doi.org/10.24198/jmk.v4i1.23478
Glanfield, K. (2018). Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy. Routledge. https://doi.org/10.4324/9781315160450
Guennemann, F. & Cho, Y. C. (2014). The Effectiveness of Product Placement by Media Types: Impact of Image and Intention to Purchase. Journal of Service Science, 7(1), 29–42. https://doi.org/10.19030/jss.v7i1.8911
Jaya, I. M. L. M. (2020). Metode Penelitian Kuantitatif dan Kualitatif: Teori, Penerapan, dan Riset Nyata. ANAK HEBAT INDONESIA.
Kotler, P. & Armstrong, G. (2017). Principles of Marketing an Asian Perspective Fourth (4th Ed.). Pearson Education Limited.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management. Prentice Hall.
Kramolis, J. & Kopeckova, M. (2013). Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level. Journal of Competitiveness, 5(4), 98–114. https://doi.org/10.7441/joc.2013.04.06
Kristanto, H. & Brahmana, R. K. M. R. (2016). Pengaruh Product Placement Pada Film Indonesia Terhadap Brand Awareness Dan Purchase Intention Masyarakat Surabaya. Jurnal Manajemen Pemasaran, 10(1), 20–26. https://doi.org/10.9744/pemasaran.10.1.20-26
Kumar, S. (2017). Influence of Product Placements in Films and Television on consumers Brand Awareness. Archives of Business Research, 5(2). https://doi.org/10.14738/abr.52.2747
Lee, A., Yang, J., Mizerski, R., & Lambert, C. (2015). The Strategy of Global Branding and Brand Equity. Routledge.
Malhotra, N. K., Nunan, D., & Birks, D. F. (2016). Marketing research. In M. Baker & S. Hart (Eds.), The Marketing Book (7th ed., pp. 161-190). Pearson Education Limited. https://doi.org/10.4324/9781315890005
Putri, A. D. E., Indarini, & Anandya, D. (2019). The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty. Advances in Social Science, Education and Humanities Research, 308, 122–125. https://doi.org/10.2991/insyma-19.2019.31
Rakhmawati, Y. (2019). Buku Ajar Metode Penelitian Komunikasi. Putra Media Nusantara.
Sasongko, A. D. (Director). (2020). Nanti Kita Cerita Tentang Hari Ini [Film]. Visinema Pictures.
Stamford, C. (2020, Mei 27). Global Product Placement Spend Up 14.5% to $20.6B in 2019, But COVID-19 Impact to End 10-Yr Growth Streak in 2020; Strong Rebound Seen in ’21 on TV, Digital, Music Growth. CISION PRWeb. https://www.prweb.com/releases/global_product_placement_spend_up_14_5_to_20_6b_in_2019_but_covid_19_impact_to_end_10_yr_growth_streak_in_2020_strong_rebound_seen_in_21_on_tv_digital_music_growth/prweb17146134.htm
Steven, S. & Sudrajat, R. H. (2019). PENGARUH PRODUCT PLACEMENT TERHADAP BRAND AWARENESS “BMW†PADA FILM MISSION IMPOSSIBlE: FALLOUT. Scriptura, 8(2), 75-82. https://doi.org/10.9744/scriptura.8.2.75-82
Subianti, T. & Hudrasyah, H. (2013). Analysis of movies product placement and its effect towards the audience case study: Ayat-Ayat Cinta, Perahu Kertas, Habibie & Ainun movie. Journal of Buiness and Management, 2(2), 163–189.
Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers. Journal of Economics and Management, 33(3), 96–119. https://doi.org/10.22367/jem.2018.33.06
Tiffany, H. (2019, Desember 16). Netflix Is Ad Free, but It Isn’t Brand Free. The New York Times. https://www.nytimes.com/2019/12/16/business/media/netflix-commercials.html
Viane, C., Dundu, B. A. K. T., & Mandagi, R. J. M. (2016). PENGARUH PENDAYAGUNAAN SUMBER DAYA MANUSIA (TENAGA KERJA) TERHADAP HASIL PEKERJAAN (STUDI KASUS PERUMAHAN TAMAN MAPANGET RAYA(TAMARA)). Jurnal Sipil Statik, 4(1), 13–20.
Yonas, A. R. (2019, Oktober 2019). Kerja Sama dengan Toyota Indonesia, NKCTHI Web Series Bakal Tayang Sebelum Film Rilis. Tribunnewswiki.com. https://www.tribunnewswiki.com/2019/10/22/kerja-sama-dengan-toyota-indonesia-nkcthi-web-series-tayang-lebih-dulu-dari-filmnya
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Published
2021-06-30
How to Cite
Nemesis, O., & Natalia, E. C. (2021). Pengaruh Penempatan Produk Toyota terhadap Kesadaran Merek pada Film “Nanti Kita Cerita Tentang Hari Iniâ€. Journal of Servite, 3(1), 1–18. https://doi.org/10.37535/102003120211
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