PENGARUH PRODUCT PLACEMENT TERHADAP MINAT BELI (ANALISA REGRESI SEDERHANA IKLAN NOKIA LUMIA 1020 PADA MUSIC VIDEO “KATY PERRY-ROAR” TERHADAP MINAT BELI MAHASISWA ILMU KOMUNIKASI 2012/2013, FPISB, UNIVERSITAS ISLAM INDONESIA YOGYAKARTA)

PUTRA HONA NURPRATAMA , NIM. 07730087 (2014) PENGARUH PRODUCT PLACEMENT TERHADAP MINAT BELI (ANALISA REGRESI SEDERHANA IKLAN NOKIA LUMIA 1020 PADA MUSIC VIDEO “KATY PERRY-ROAR” TERHADAP MINAT BELI MAHASISWA ILMU KOMUNIKASI 2012/2013, FPISB, UNIVERSITAS ISLAM INDONESIA YOGYAKARTA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

Product placement marketing through music video is actually not a new strategy in the marketing. Some companies have already used this marketing strategy to advertise their products, one of which is Nokia. Nokia is used to be one of the best cellphone company at one time. Nowadays, Nokia is lessly choosen by customers eventhough the company is still launch new types of cellphones like Lumia; Lumia 1020 which is the object of this research. Public knows that commercial ads on the TV is recently less effective to attract customers. This make many companies or advertising agency to think the other ways to attract the public‟s interest towards their products or services. One marketing strategy, which are not be taken lightly by the corporation, to advertise Lumia 1020 is throught the „music video‟. A research says that young people spend lots of their times to surf the internet and listen to music. This led the company to take a chance to to advertise the Lumia 1020 beyond people‟s consciousness, yet it still attract public‟s interest on purchasing the product. As this research using the advertising theory, product placement, and purchasing interest. The formulation of this research is „how the product placement of Nokia Lumia 1020 on Katy Perry‟s “Roar” music video gives impacts towards purchasing interest of the students of Communication Science year 2012/ 2013, FPISB, Islamic University of Indonesia, Yogyakarta‟. This reserach is using explanative survey which is use when the researcher wants to know why a certain situation is happening or what influencing something to happen. This descriptive quantitative research is use to get to know of what, how, how many, and how far the efficiency of the variable used. The data of the research is collected from questionaires. To count the purchasing interest, the rate of changing of dependant variable (Y) can be explained with regression equation obtained by the cause of the changing independant variable (X). The result of this research can be seen in table 4.8. that the regression equation arranged; Y = 19.525 + 0.877x. Possitive coefficient of the regression explains that the advertising of Nokia Lumia 1020‟s product placement is increasing the purchasing interest. Mathematically speaking, it can be explained that for each single one of an add of of Nokia Lumia 1020‟s product placement is increasing the purchasing interest up to 0.877 units.

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