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

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

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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.

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Inventory Code Barcode Call Number Location Status
2207001383T71001T710012022Central Library (Referens)Available
Detail Information
Series Title
-
Call Number
T710012022
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,
Collation
viii, 118 hlm.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.230 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Ilmu Komunikasi
Media Komunikasi, Media Masa
Specific Detail Info
-
Statement of Responsibility
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No other version available

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