| dc.contributor.advisor | Widhiani, Anita Primaswari | |
| dc.contributor.advisor | Kamilah, Khairiyah | |
| dc.contributor.author | Zaky, Pradito | |
| dc.date.accessioned | 2024-09-28T06:29:46Z | |
| dc.date.available | 2024-09-28T06:29:46Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/158913 | |
| dc.description.abstract | Strategi product placement meluas di luar media tradisional untuk mencakup platform media hiburan menjadikan PT Bank Central Asia Tbk tertarik untuk melakukan strategi tersebut dalam film “Agak Laen” untuk mempromosikan produk layanan perbankan digital mareka yaitu myBCA. Penelitian ini bertujuan untuk mengevaluasi pengaruh product placement aplikasi myBCA dalam film “Agak Laen” terhadap keputusan pembelian dengan memperhatikan dua faktor, yakni execution factors dan individual-difference factors. Metode penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling dengan melibatkan 103 responden di Kota Bogor. Analisis data dan uji pengaruh menggunakan SPSS 26.0. Hasil penelitian menunjukkan bahwa persepsi terkait product placement aplikasi myBCA dalam film “Agak Laen” memiliki dampak dalam kategori yang rendah terhadap keputusan pembelian. Indikator utama yang berdampak terhadap keputusan pembelian pada penelitian ini adalah program induced mood sehingga terdapat beberapa rekomendasi yang dapat dilakukan myBCA kedepannya. | |
| dc.description.abstract | The product placement strategy extends beyond traditional media to include entertainment media platforms, making PT Bank Central Asia Tbk interested in carrying out the strategy in the movie “Agak Laen” to promote their digital banking service product, myBCA. This study aims to evaluate the effect of product placement of the myBCA application in the movie “Agak Laen” on purchasing decisions by considering two factors, namely execution factors and individual- difference factors. This research method uses a quantitative approach with a purposive sampling method involving 103 respondents in Bogor City. Data analysis and influence test using SPSS 26.0. The results showed that perceptions related to product placement of the myBCA application in the movie “Agak Laen” had a low category impact on purchasing decisions. The main indicator that has an impact on purchasing decisions in this study is the induced mood program so that there are several recommendations that myBCA can do in the future. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh Product Placement Aplikasi myBCA dalam Film “Agak Laen” Terhadap Keputusan Pembelian | id |
| dc.title.alternative | The Effect Product Placement of myBCA Application in “Agak Laen” Movie on Purchasing Decision | |
| dc.type | Skripsi | |
| dc.subject.keyword | film | id |
| dc.subject.keyword | Keputusan pembelian | id |
| dc.subject.keyword | Agak Laen | id |
| dc.subject.keyword | product placement | id |
| dc.subject.keyword | myBCA | id |
| dc.subject.keyword | program induced mood | id |
| dc.subject.keyword | movie | id |
