Endah Safitri (2020) Pengaruh Product Placement Dalam Branded Web Series “Yakin Nikah” Terhadap Brand Awareness Dan Brand Image Jbl Pada Generasi Milenial. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This study explains the influence of product placement in the branded web series "Yakin Nikah" on JBL brand awareness and brand image in the millennial generation. Since the third quarter of 2018, the portion of digital advertising spending in Indonesia has continued to increase and has contributed Rp9.3 trillion (Nielsen, 2019). However, ad avoidance has threatened marketers in advertising on digital media. To solve this problem, marketing communicators in Indonesia are aggressively using a product placement strategy in a branded content, namely the branded web series on YouTube social media. Branded web series is a form of online advertising that targets young people. In marketing in Indonesia, JBL Indonesia has many competitors from other brands. For the JBL brand to be remembered and have the desired brand image in the minds of consumers, JBL Indonesia uses a product placement strategy and branded web series to get closer to consumers, especially the millennial generation. The approach used in this research is quantitative. This research is explanatory research and the material was collected with the survey by distributing questionnaires to 100 respondents with predetermined criteria. In analyzing the findings of data on the effect of variable X on brand awareness, the researcher used a logistic regression statistical test. Meanwhile, to analyze the findings of data on the effect of variable X on brand image, the researcher used a simple linear regression statistical test. The data analysis used the SPSS Statistic 21 program. Product placement research in this study used the framework of "The Proposed Model" by Balasubramanian (2006). Balasubramanian divides product placement into two dimensions, namely stimulation factors (execution factors) and individual audiences (individual difference-level) (2006). Meanwhile, the independent variables, are brand awareness and brand image, use a customer based brand equity framework by Keller (2013). The results showed that there was no influence of variable X on brand awareness. It is known that the significance value is 0.998. This value is greater than 0.05. Then, the results showed the influence of variable X on brand image. With the coefficient of determination (R Square) of 0.379. From these results, it shows that the effect of product placement in the branded web series "Yakin Nikah" on JBL's brand image in the millennial generation is 37.9%. Thus, there is no significant effect between the variable product placement in the branded web series "Yakin Nikah" and the JBL brand awareness variable. However, there is a significant influence between the product placement variable in the branded web series “Yakin Nikah” and the JBL brand image variable for the millennial generation.

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