PENGARUH PRODUCT PLACEMENT PERMEN KOPIKO DALAM DRAMA KOREA VINCENZO TERHADAP BRAND EQUITY (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA)

ASSA'ADAH, GHEA AGUSTIA and Lionardo, Andries and Pratiwi, Miftha (2022) PENGARUH PRODUCT PLACEMENT PERMEN KOPIKO DALAM DRAMA KOREA VINCENZO TERHADAP BRAND EQUITY (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

Product Placement is an indirect marketing technique that utilizes various forms of media. Brand Equity is a form of brand assets related to company value. This study aims to determine the effect of Kopiko's product placement in Vincenzo's Korean Drama on brand equity in Sriwijaya University Communication Science students batch 2018 and 2019. The theory used in this study is the product placement theory proposed by Russel and the brand equity theory by Aaker. The sample was determined using the proportionate stratified random sampling technique with the number of samples in this study as many as 82 respondents. Collecting data in this study using the technique of distributing questionnaires, observation and documentation studies. The analysis technique in this study uses descriptive quantitative statistics using a simple linear regression test. Based on the descriptive analysis technique, it shows that product placement based on the coefficient of determination obtained is 0.408, it can be stated that the independent variable (Product Placement) has an influence contribution on the dependent variable (Brand Equity) of 40.8%, Meanwhile, the value of t count in this study is 7.432 and t table is 1.664, so 7.432 > 1.664 which means that there is a significant effect between product placement (X) and Brand Equity (Y) variables.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Pengaruh, Product Placement, Brand Equity
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Ghea Agustia Assa' adah
Date Deposited:	02 Jun 2022 05:55
Last Modified:	05 Oct 2023 07:12
URI:	http://repository.unsri.ac.id/id/eprint/71001

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