Pengaruh Product Placement terhadap Brand Awareness Toyota dalam Film Superman 2025

Abstract

Efektivitas product placement Toyota pada film superhero terbaru seperti Superman (2025) masih jarang diteliti. Penelitian in bertujuan menganalisis pengaruh visual, auditory, dan plot connection dimension dari product placement Toyota terhadap brand recognition, brand recall, dan top of mind secara simultan maupun parsial, serta merumuskan rekomendasi strategis. Penelitian kuantitatif ini menggunakan metode survei terhadap 134 responden yang telah menonton film Superman (2025), dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil menunjukkan ketiga dimensi product placement secara simultan berpengaruh signifikan terhadap seluruh tingkatan brand awareness (R²=0,190 –0,270). Secara parsial, visual dimension paling konsisten signifikan, auditory dimension signifikan terhadap brand recall dan top of mind, sedangkan plot connection dimension tidak signifikan meskipun nilai deskriptifnya tertinggi. Toyota disarankan memprioritaskan kejelasan visual kendaraan dan penyebutan merek secara auditori, dikombinasikan dengan strategi komunikasi pemasaran lain.

The effectiveness of Toyota's product placement in a recent superhero film such as Superman (2025) remains underexplored. This study aims to analyze the effect of the visual, auditory, and plot connection dimensions of Toyota's product placement on brand recognition, brand recall, and top of mind, both simultaneously and partially, and to formulate strategic recommendations. This quantitative study used a survey of 134 respondents who had watched Superman (2025), analyzed using multiple linear regression with SPSS. Results show the three dimensions simultaneously had a significant effect on all levels of brand awareness (R²=0.190–0.270). Partially, the visual dimension was most consistently significant, the auditory dimension significantly affected brand recall and top of mind, while the plot connection dimension had no significant effect despite its highest descriptive score. Toyota is advised to prioritize clear vehicle visuals and auditory brand mentions, combined with other marketing communication strategies.