Product placement Indomilk pada video TokopediaxBTS dan pengaruhnya terhadap sikap audiens
Abstract
Lonjakan penggunaan internet membuat arus informasi yang diterima oleh masyarakat Indonesia menjadi beragam, begitu pula informasi serta promosi mengenai produk yang tengah beredar di masyarakat. Salah satu pilihan dalam melakukan komunikasi pemasaran adalah melalui iklan dalam bentuk product placement yang ditayangkan melalui YouTube. PT Indolacto memanfaatkan hal tersebut dengan melakukan product placement Indomilk Banana pada video YouTube dengan judul “TOKOPEDIAxBTS: BTS Interview di #TokopediaWIB TV SHOW #BTSdiTOKOPEDIAWIB”. Penempatan produk yang baik diharapkan akan membangun sikap yang positif. Peneliti bertujuan mengukur seberapa besar pengaruh product placement Indomilk Banana pada video YouTube TokopediaxBTS terhadap sikap audiens. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian kausal serta metode survei. Angket dengan skala likert 1-4 disebar secara online melalui google form kepada 400 responden yang merupakan viewers dari video tersebut dengan jenis sampel probability sampling. Dalam melakukan analisis, peneliti menggunakan regresi linier sederhana melalui SPSS IBM versi 22. Berdasarkan penelitian, kesimpulan yang dapat ditarik adalah product placement Indomilk Banana baik dari visual dimension, auditory dimension, maupun plot connection yang ditayangkan pada video YouTube dengan judul “TOKOPEDIAxBTS: BTS Interview di #TokopediaWIB TV SHOW #BTSdiTOKOPEDIAWIB” pada YouTube channel Tokopedia berpengaruh secara positif terhadap ketiga aspek sikap audiens, yaitu aspek kognitif, aspek afektif, dan aspek konatif walaupun hubungan keduanya dinyatakan lemah. Penelitian ini menghadirkan pembaharuan dalam studi product placement dalam tayangan digital, khususnya produk yang ditempatkan pada tayangan interview pada video YouTube.
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