PENGARUH PRODUCT PLACEMENT TROPICANA SLIM DALAM MENINGKATKAN BRAND AWARENESS PADA SERIAL NETFLIX CASTAWAY DIVA (Survey pada Generasi Z di Kota Yogyakarta)

Khansa Azani, NIM.: 21107030111 (2025) PENGARUH PRODUCT PLACEMENT TROPICANA SLIM DALAM MENINGKATKAN BRAND AWARENESS PADA SERIAL NETFLIX CASTAWAY DIVA (Survey pada Generasi Z di Kota Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rapid development of digital technology has changed the way Generation Z (Gen Z) consumes media, making streaming platforms like Netflix an effective tool for modern marketing strategies. This research is based on the Stimulus-Response theory, which assumes that product placement subtly integrated into a show can function as a stimulus, triggering a response in the form of increased brand awareness among viewers. Using a quantitative approach and a correlational method, data was collected from 100 Gen Z respondents in Yogyakarta who had watched the Netflix series Castaway Diva. The T-test results show that Tropicana Slim's product placement has a significant influence on brand awareness. Data analysis yielded a coefficient of determination (R2) of 0.494, which means that nearly half (49.4%) of the variation in brand awareness can be explained by this product placement strategy. The research also found that the plot connection dimension was the most dominant and effective, as the product placement felt natural and relevant to the storyline. In conclusion, Tropicana Slim's product placement in Castaway Diva successfully increased brand awareness among Gen Z. This aligns with the Stimulus-Response theory and emphasizes that ethical and non-aggressive marketing communication, as contained in the Qur'an surah An-Nisa verse 63, is proven effective in building a strong brand image in the digital age. Keywords: Product Placement, Brand Awareness, Tropicana Slim, Castaway Diva, Generation Z

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