Electronic Theses and Dissertation

Abstrak fenomena meningkatnya popularitas drama korea dan kecenderungan masyarakat menghindari iklan tradisional mendorong perusahaan untuk beralih ke strategi komunikasi pemasaran terpadu, salah satunya melalui product placement. penelitian ini bertujuan untuk mengetahui pengaruh strategi product placement terhadap loyalitas konsumen permen kopiko dalam drama korea my demon di kalangan masyarakat kota banda aceh khususnya pada generasi z. teori yang mendasari penelitian ini yaitu teori subliminal message, yang menyatakan bahwa pesan atau rangsangan yang disisipkan secara halus ke dalam media dapat mempengaruhi alam bawah sadar individu. penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. teknik pengambilan sampel dilakukan secara purposive sampling dengan jumlah responden sebanyak 100 orang yang merupakan generasi z berdomisili di kota banda aceh, menonton drama my demon, serta mengkonsumsi permen kopiko. penelitian ini menggunakan metode survei, yaitu menyebarkan angket kuesioner melalui google form. berdasarkan hasil pengujian hipotesis, diperoleh nilai hasil bahwa nilai thitung > ttabel (7.797 > 1.660) yang bearti product placement (x) berpengaruh terhadap loyalitas konsumen (y). berdasarkan analisis koefisien determinasi menunjukkan bahwa variabel product placement memberikan pengaruh sebesar 38,3% terhadap variabel loyalitas konsumen permen kopiko dan sisanya 61,7% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. kopiko disarankan untuk menambah dimensi auditory placement dalam penempatan produk di drama korea selanjutnya, agar penyebutan merek secara langsung dapat membangun ikatan emosional konsumen dengan produk sehingga meningkatkan loyalitas. kata kunci : product placement, loyalitas konsumen, subliminal message, kopiko, drama korea

ABSTRACT The increasing popularity of Korean dramas and the tendency of people to avoid traditional advertising has encouraged companies to switch to integrated marketing communication strategies, one of which is through product placement. This study aims to determine the effect of product placement strategies on consumer loyalty of Kopiko candy in the Korean drama My Demon among the people of Banda Aceh City, especially among generation Z. The theory underlying this study is the subliminal message theory, which states that messages or stimuli that are subtly inserted into the media can influence the individual's subconscious. This study uses a quantitative approach with a descriptive method. The sampling technique was carried out by purposive sampling with a total of 100 respondents who were generation Z domiciled in Banda Aceh City, watched the drama My Demon, and consumed Kopiko candy. This study used a survey method, namely distributing questionnaires via Google Form. Based on the results of hypothesis testing, the results obtained were that the tvalue> ttable (7,797> 1,660) which means that product placement (X) has an effect on consumer loyalty (Y). Based on the analysis of the coefficient of determination, it shows that the product placement variable has an influence of 38.3% on the consumer loyalty variable of Kopiko candy and the remaining 61.7% is influenced by other variables not examined in this study. Kopiko is advised to add an auditory placement dimension in product placement in the next Korean drama, so that direct brand mentions can build emotional bonds between consumers and the product, thereby increasing loyalty. Keywords: Product placement, Consumer loyalty, Subliminal message, Kopiko, Korean drama