Transformasi Digital Merek-Merek Indonesia Dalam Bentuk Penempatan Produk Pada Web Series Di Situs Web Youtube [Digital Transformation of Indonesian Brands in the Form of Product Placement on Web Series on the Youtube Website]

Cokki Cokki, Lydiawati Soelaiman, Ida Puspitowati

Abstract


This study aims to determine the characteristics of Indonesian brand product placement, viewers’ attitude, and the form of viewers’ attitude towards web series on Youtube website. Data were taken from 16 brands covering 94 episodes in 21 web series. Data were analyzed by frequency distribution and content analysis. The results showed that the characteristics of Indonesian brand product placement were very diverse, viewers attitude were positive, and the form of viewers attitude were stronger in attitude toward film, attitude toward actors, and attitude toward character compared to attitude toward product placement and attitude toward brand.

Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui karakteristik penempatan produk merek Indonesia, sikap penonton, dan bentuk sikap penonton terhadap web series di situs web Youtube. Data diambil dari 16 merek yang mencakup 94 episode dalam 21 web series. Data dianalisis dengan distribusi frekuensi dan analisis konten. Hasil penelitian menunjukkan bahwa karakteristik penempatan produk merek Indonesia sangat beragam, sikap penonton positif, dan bentuk sikap penonton lebih kuat pada sikap terhadap film, sikap terhadap aktor, dan sikap terhadap karakter dibandingkan dengan sikap terhadap penempatan produk dan sikap terhadap merek.


Keywords


Product placement; Attitude; Web series



DOI: http://dx.doi.org/10.19166/derema.v14i1.1305

References


1001 Inspirasi Ramadhan. (N.d.). Video. Tersedia di https://www.youtube.com/playlist?list=PLzFO61_RMzJsyzWw4QfkRc9h9vkvAvIr x

Akturan, U. (2011). Celebrity advertising in the case of negative associations: Discourse analysis of weblogs. Management Research Review, 34(12), 1280-1295. https://doi.org/10.1108/01409171111186405

Arnold, T. J., Fang, E. E., & Palmatier, R. W. (2011). The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance. Journal of the Academy of Marketing Science, 39(2), 234-251. https://doi.org/10.1007/s11747-010-0203-8

Axeindonesia. (n.d.). Videos. Tersedia di https://www.youtube.com/user/axeindonesia/videos

Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46. https://doi.org/10.1080/00913367.1943.10673457

Balasubramanian, S. K., Patwardhan, H., Pillai, D., & Coker, K. (2014). Modeling attitude constructs in movie product placements. Journal of Product & Brand Management, 23(7), 516-531. https://doi.org/10.1108/JPBM-04-2014-0552

Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642-663. https://doi.org/10.1080/02650487.2015.1137537

Chaffey, D. (2008). Customer engagement interview with Richard Sedley of cScape. Retrieved 11 June, 2018 from http://www.smartinsights.com/blog/customer-engagement/customer-engagement-int erviewwith-richard-sedley-of-cscape/

Chan, F. F. Y., Petrovici, D., & Lowe, B. (2016). Antecedents of product placement effectiveness across cultures. International Marketing Review, 33(1), 5-24. https://doi.org/10.1108/IMR-07-2014-0249

Christian, A. J. (2012). The web as television reimagined? Online networks and the pursuit of legacy media. Journal of Communication Inquiry, 36(4), 340-356. https://doi.org/10.1177%2F0196859912462604

D'Astous, A., & Chartier, F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues & Research in Advertising, 22(2), 31-40. https://doi.org/10.1080/10641734.2000.10505106

Dias, J. A., Dias, J. G., & Lages, C. (2017). Can negative characters in soap operas be positive for product placement? Journal of Business Research, 71, 125-132. https://doi.org/10.1016/j.jbusres.2016.10.010

Doss, S. (2011). The transference of brand attitude: The effect on the celebrity endorser. Journal of Management and Marketing Research, 7, 1-11.

Dream Id. (t.t.). Videos. Tersedia di https://www.dream.co.id/tag/sahabathati/

Eagle, L., & Dahl, S. (2018). Product placement in old and new media: Examining the evidence for concern. Journal of Business Ethics, 147(3), 605-618. https://doi.org/10.1007/s10551-015-2955-z

Eriyanto. (2015). Analisis Isi: Pengantar metodologi untuk pPenelitian ilmu komunikasi dan ilmu-ilmu sosial lainnya. Jakarta, Indonesia: Kencana.

Fang, L., & Jiang, Y. (2012). Persuasiveness of celebrity endorsed advertising and a new model for celebrity endorser selection. Journal of Asian Business Strategy, 5(8), 153-173. http://www.academia.edu/download/38925492/1-199-582015-JABS-153-173.pdf

Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1170&context=misqe

Ghorban, Z. S. (2012). Brand attitude, its antecedents and consequences, investigation into smartphone brands in Malaysia. Journal of Business and Management, 2(3), 31-35. https://doi.org/10.9790/487x-0233135

Gilbert, B. (2018, 4 May). YouTube now has over 1.8 billion users every month, within spitting distance of Facebook’s 2 billion. https://www.businessinsider.sg/youtube-user-statistics-2018-5/?r=US&IR=T

Gupta, P. B., & Gould, S. J. (1997). Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues & Research in Advertising, 19(1), 37-50. https://doi.org/10.1080/10641734.1997.10505056

Havas Jakarta. (N.d.). Videos. Tersedia di https://www.youtube.com/playlist?list=PLi_2P7RYV4KGlslzh-bPKFGtviXGFTwH r

Jeko I. R. (2017, March 9). Google: Konsumsi video online di Indonesia meningkat 155 Persen. Liputan6.com. http://tekno.liputan6.com/read/2880786/google-konsumsi-video-online-di-indonesia -meningkat-155-persen

Jung, Y. S., Kim, Y. T., Baeck, J. S., Lee, J., & Kim, J. G. (2018). The neural correlates of celebrity power on product favorableness: An fMRI study. NeuroQuantology, 16(2), 50-58. http://dx.doi.org/10.14704/nq.2018.16.2.1092

Kang, J. M. (2017). Just another platform for television? The emerging web dramas as digital culture in South Korea. Media, Culture & Society, 39(5), 762-772. https://doi.org/10.1177%2F0163443717709442

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Koordeman, R., Anschutz, D. J., & Engels, R. C. (2014). The effect of positive and negative movie alcohol portrayals on transportation and attitude toward the movie. Alcoholism: Clinical and Experimental Research, 38(7), 2073-2079. https://doi.org/10.1111/acer.12443

Kotler, P., & Armstrong, G. (2010). Principles of Marketing (13th ed.). Upper Saddle River, NJ: Pearson Education.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Essex, England: Pearson Education.

Kretchmer, S. B. (2004). Advertainment: The evolution of product placement as a mass media marketing strategy. Journal of Promotion Management, 10(1-2), 37-54. https://doi.org/10.1300/j057v10n01_04

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297-310. https://doi.org/10.1177/1094670510375602

Lazada Indonesia. (N.d.). Videos. Tersedia di
https://www.youtube.com/user/lazadaID/videos

Line Indonesia. (N.d.). Videos. Tersedia di
https://www.youtube.com/user/LINEIndonesia/videos

Liow, C. [Tim2one – ChandraLiow]. (2017, 23 Juni). ARIP, TIPANG, SALSHA, ANAK JAJAN BERANTEM SEMUA! – CHANDRALIOWSTORY #21 [video file]. Tersedia di https://www.youtube.com/watch?v=dohKzijPK_8

Lip Ice Id. (N.d.). Videos. Tersedia https://www.youtube.com/channel/UCc18G2zULjWRoZ837iT5vwg/videos

Marchand, A., Hennig-Thurau, T., & Best, S. (2015). When James Bond shows off his Omega: Does product placement affect its media host?. European Journal of Marketing, 49(9/10), 1666-1685. https://doi.org/10.1108/EJM-09-2013-0474

Monaghan, W. (2017). Starting From… Now and the web series to television crossover: An online revolution?. Media International Australia, 164(1), 82-91. https://doi.org/10.1177%2F1329878X17708842

Oh, D. C., & Nishime, L. (2018). Imag(in)ing the post-national television fan: Counter-flows and hybrid ambivalence in Dramaworld. International Communication Gazette, 1-18. https://doi.org/10.1177%2F1748048518802913

Peter, J. P., & Olson, J. C. (2002). Consumer behavior and marketing strategy (6th ed.). New York, NY: McGraw-Hill/Irwin.

Peirce, L. M. (2011). Remediation theory: Analyzing what made Quarterlife successful as an online series and not a television series. Television & New Media, 12(4), 314-325. https://doi.org/10.1177%2F1527476410372095

Pucelle Indonesia. (N.d.). Videos. Tersedia https://www.youtube.com/channel/UC3I6CeILuZXqkxK8ZH-BoHw/videos

Ryan, M. D., & Hearn, G. (2010). Next-Generation ‘Filmmaking’: New Markets, New Methods and New Business Models. Media International Australia, 136(1), 133-145. https://doi.org/10.1177%2F1329878X1013600115

Russell, C. A., Stern, B. B., & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7-21. https://doi.org/10.2753/joa0091-3367350101

Samsung Indonesia, (N.d.). Videos. Tersedia di http://spr.ly/MoreThanSelfie

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.

Smartfren. (N.d.). Videos. Tersedia di http://www.youtube.com/smartfrenworld

Solusi BCA. (N.d.). Videos. Tersedia di https://www.youtube.com/user/solusiBCA/videos

Statista. (N.d.). Number of monthly logged-in YouTube viewers worldwide as of May 2018 (in billions). https://www.statista.com/statistics/859829/logged-in-youtube-viewers-worldwide/

Sudijono, A. (2018). Pengantar Statistik Pendidikan. Jakarta, Indonesia: Rajawali Pers.

Tessitore, T., Pandelaere, M., & Van Kerckhove, A. (2014). The amazing race to India: Prominence in reality television affects destination image and travel intentions. Tourism Management, 42, 3-12. https://doi.org/10.1016/j.tourman.2013.10.001

Tropicana Slim, (N.d.). Videos. Tersedia di https://www.youtube.com/playlist?list=PLyySB9viylcKpOTlIMlZ8h7-yrfiP2HYK

Van Vaerenbergh, Y. (2017). Consumer reactions to paid versus unpaid brand name placement in song lyrics. Journal of Product & Brand Management, 26(2), 151-158. https://doi.org/10.1108/JPBM-05-2016-1167

Visinema Pictures, (N.d.). Videos. Tersedia di https://www.youtube.com/playlist?list=PLkwqKG1JvcSi6PLu1fN7bPpr2ESVzfDE H

Vivo Indonesia, (N.d.). Videos. Tersedia di https://www.youtube.com/playlist?list=PL90gTtHmEqTOHQusQkUF4FyQ7bGWv QDcl

Youtube. (N.d.). Youtube by numbers.
https://www.youtube.com/yt/about/press/

Zhuang, W., Babin, B., Xiao, Q., & Paun, M. (2014). The influence of movie's quality on its performance: Evidence based on Oscar Awards. Managing Service Quality, 24(2), 122-138. https://doi.org/10.1108/MSQ-11-2012-0162


Cited by

  • There are currently no citations to this article.


Bookmark and Share


Copyright (c) 2019 Cokki Cokki, Lydiawati Soelaiman, Ida Puspitowati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Department of Management | Business School | Universitas Pelita Harapan | Indonesia | +62 21 546 0901 |  jurnal.derema@uph.edu