BRAND EVALUATION PRODUK DALAM FILM (STUDI EKSPERIMEN PRODUCT PLACEMENT DALAM FILM ALANGKAH LUCUNYA NEGERI INI TERHADAP MAHASISWA FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2010 UIN SUNAN KALIJAGA YOGYAKARTA)

Sya’bani Takdir, NIM.: 07730002 (2011) BRAND EVALUATION PRODUK DALAM FILM (STUDI EKSPERIMEN PRODUCT PLACEMENT DALAM FILM ALANGKAH LUCUNYA NEGERI INI TERHADAP MAHASISWA FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2010 UIN SUNAN KALIJAGA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

During its development, the advertising technique continues to evolve to the unconventional media; one of the unconventional media is Product Placement. Product Placement itself is a strategy undertaken by many advertising companies to display their products with the impression that the existence of such products seems to be a part of the story of a movie or a television show. This study intends to discover about Brand Evaluation or the perception toward a brand which uses the Product Placement as the advertising technique, which uses “Alangkah Lucunya Negeri Ini” (How Funny This Country Is) movie as the case study. The subjects in the present study are the students of the Faculty of Social Sciences and Humanities UIN Sunan Kalijaga academic year 2010. With the experimental study design, the subjects were divided into two groups, namely the group who received the treatment (experimental group) and control group. The experimental group is the people who are not watched “Alangkah Lucunya Negeri Ini” movie yet, while the control group is the people who already watched “Alangkah Lucunya Negeri Ini” movie. The result of the study shows that the scores of research variables which most respondents are students at the Faculty of Social Sciences and Humanities UIN Sunan Kalijaga categorized as moderate (58.0%). It means that generally, the respondents Faculty of Social Sciences and Humanities UIN Sunan Kalijaga show a fairly good perception toward the product placement in “Alangkah Lucunya Negeri Ini” movie. The test result of Independent Sample T Test shows t count value of 4.907 with a significance value of 0.000. Because of the significance value less than 0.05 (5%), it is stated that between the two categories of treatments (control and treatment) there is a difference in the mean score of perceptions which is significant. The existence of significant differences in the mean score of perception shows that the product placement in "Alangkah Lucunya Negeri Ini" movie affects or influences the brand evaluation product toward the students of the Faculty of Social Sciences and Humanities UIN Sunan Kalijaga.

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