ROJIKIN, ROJIKIN (2020) PENGARUH SUBLIMINAL ADVERTISING MELALUI PRODUCT PLACEMENT, PONDS MEN ENERGY CHARGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ( STUDI KASUS PADA FILM FILOSOFI KOPI 2). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to find out how much influence Subliminal Advertising through product placement has on the decision to purchase Pond's Men Energy Charge products in the Filosofi Kopi 2. This study was conducted on 50 respondents divided into two groups: an experimental group of 25 people and a control group of 25 people, with using an experimental quantitative approach. Analysis of the data used is the Independent T Test. The results showed that the effect size test results obtained were 5.7%, which means the contribution or influence of subliminal advertising through product placement on the purchase of Pond’s Men Energy Charge products was 5.7%. The influence created between product placement and consumer purchasing decisions has a weak effect. This is because the respondents the researchers met did not match the targeted consumers, where the target consumers were men while the most watched videos were women. Keywords: Subliminal Advertising, Product Placement Purchasing Decisions, Experiments, Control Penelitian ini bertujuan untuk mengetahui berapa besar pengaruh Subliminal Advertising melalui product placement terhadap keputusan pembelian produk Pond’s Men Energy Charge pada film Filosofi Kopi 2. Penelitian ini dilakukan terhadap 50 responden yang terbagi menjadi dua kelompok yaitu kelompok eksperimen 25 orang dan kelompok kontrol 25 orang, dengan menggunakan pendekatan kuantitatif eksperimen. Analisis data yang digunakan adalah Uji Independent T Test. Hasil penelitian menunjukan bahwa hasil uji effect size yang didapat adalah 5,7% yang artinya kontribusi atau pengaruh dari subliminal advertising melalui product placement terhadap pembelian produk Pond’s Men Energy Charge 5,7%. Pengaruh yang tercipta antara product placement dengan keputusan pembelian konsumen berpengaruh lemah (weak). Hal ini dikarenakan responden yang peneliti temui tidak sesuai dengan konsumen yang menjadi target, dimana target konsumennya adalah laki-laki sedangkan yang paling banyak menonton video adalah perempuan. Kata kunci: Subliminal Advertising, Product Placement Keputusan Pembelian, Eksperimen, kontrol
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