PENGARUH SUBLIMINAL ADVERTISING MELALUI PRODUCT PLACEMENT KOPI, “TOP COFFEE TORAJA” TERHADAP MINAT BELI KONSUMEN (STUDI KASUS PADA ACARA SAPA INDONESIA MALAM DENGAN TEMA DIALOG TEKA-TEKI KERUSUHAN 21-22 MEI 2019 DI KOMPAS TV)

KOFIYARI, KOFIYARI (2020) PENGARUH SUBLIMINAL ADVERTISING MELALUI PRODUCT PLACEMENT KOPI, “TOP COFFEE TORAJA” TERHADAP MINAT BELI KONSUMEN (STUDI KASUS PADA ACARA SAPA INDONESIA MALAM DENGAN TEMA DIALOG TEKA-TEKI KERUSUHAN 21-22 MEI 2019 DI KOMPAS TV). S1 thesis, Universitas Mercu Buana.

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Abstract

This research aims to know how much influence Subliminal Advertising through product placement to the interest of buy Top Coffee products at the event Sapa Indonesia on Kompas TV. This study was conducted against 50 respondents divided into two groups, namely 25-person experiment groups and 25-person control groups, using the experimental quantitative approach. The data analysis used is Test Independent T Test. The results showed that the result of the effect size test gained is 4.62% which means the contribution or influence of subliminal advertising through product placement to the interest of buying TOP Coffee Toraja by 4.62%. The influence that created between product placement with the buying interest of consumers has a weak effect (weak). This is because the respondent that the researcher encountered is not in accordance with the target consumer, where the target consumers are men while the most watched video is female. Keywords : Subliminal Advertising, interest Product Placement buying consumer, experimentation, control Penelitian ini bertujuan untuk mengetahui berapa besar pengaruh Subliminal Advertising melalui product placement terhadap minat beli produk Top Coffee pada acara Sapa Indonesia di Kompas TV. 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 4,62% yang artinya kontribusi atau pengaruh dari subliminal advertising melalui product placement terhadap minat beli TOP Coffee Toraja sebesar 4,62%. Pengaruh yang tercipta antara product placement dengan minat beli 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, Minat Beli Konsumen, Eksperimen, kontrol

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