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"Product Placement merupakan cara memasarkan yang sudah tidak asing dan banyak dilakukan. Berasal dari film Hollywood dan diadaptasi untuk dilakukan di Indonesia. Penelitian ini dimaksudkan untuk melihat perbandingan penilaian akan konsumen mengenai brand attitude akan product placement yang dilakukan secara tepat maupun yang tidak tepat (misleading brand placement). Penelitian ini berbentuk penelitian eksperimen dengan menggunakan analisis statistik deskriptif terhadap 140 orang mahasiswa program sarjana reguler Universitas Indonesia sebagai partisipan. Riset eksperimen ini berbentuk factorial design 2x2 ( jenis product placement & karakter product placement). Hasil penelitian menunjukkan bahwa brand attitude terhadap suatu merek atau produk akan meningkat setelah konsumen melihat brand atau produk tersebut ada di dalam sebuah film baik dilakukan secara prominent ataupun subtle dan juga jika dilakukan dengan correct dan misleading brand placement

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Product placement is a general marketing activity that has often been conducted. Originated from hollywood movies and then adapted to be used in indonesia. The research was intended to see the perception comparison of the consumers towards a brand attitude of the conducted product placement whether it is accurate or inaccurate (misleading product placement). This research is an experimental research using descriptive statistical analysis on 140 under graduate regular students of UI as the participants. The experimental research form is a 2x2 factorial design (types and characters of product placement). The result shows that the attitude towards a brand or a product increases after consumers see the products or brands appear in a movie, despite the appearance was prominent or subtle and whether the priduct placement was conducted correctly or misleading."

"The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement."

"Pertumbuhan Film Indonesia beberapa tahun terakhir diikuti dengan menjamurnya kemunculan product placement di dalamnya. Beberapa film yang mengambil setting pada tahun lawas justru sering memunculkan brand-brand yang sebenarnya belum ada pada saat itu. Munculnya beberapa brand pada setting cerita film di waktu yang salah tersebut (misleading), dilakukan oleh beberapa brand yang menjadi TOP Brand. Apakah ketidakhati-hatian ini akan berdampak negatif kepada brand attitude dari konsumennya? Dalam tesis ini dilakukan penelitian mengenai brand attitude mahasiswa terhadap brand yang melakukan misleading product placement pada Film Indonesia. Tujuan dari penelitian ini untuk mengetahui apakah brand equity dan film sebagai media product placement dapat meredam misleading product placement. Metode penelitian menggunakan eksperimen 2x2 (Misleading Product Placement: 1x Exposure dan 2x Exposure) x (Brand Equity: Known Brand dan Unknown Brand) untuk studi 1, sedangkan studi 2 menggunakan eksperimen 2x1 (Misleading Product Placement) x (Movie: Favorite dan Least Favorite). Hasil penelitian tesis ini, bahwa ternyata misleading product placement memiliki dampak negatif terhadap brand attitude konsumen mahasiswa serta brand equity dan film dapat meredam misleading product placement. Sehingga para marketers dan brand owners disarankan agar berhatihati dalam melakukan product placement.

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The Indonesian Film growth in Indonesia in recent years is followed by emergence of product placement in it. Some of the films that take old setting often raises brands that have not been occured at that time. The emerging of some brand on the setting of the film at the inappropriate time (misleading), performed by some brand that became TOP Brand. Is the carelessness will impact negatively on the brand attitude of consumers?

In this research about student attitude toward the brand that is doing product placement in the Indonesian movies. The purpose of this study is to examine whether brand equity and movie as a product placement medium to reduce the misleading product placement.

This research uses 2x2 Experimental Design (Misleading Product Placement: 1x and 2x Exposure Exposure) x (Brand Equity: Brand Known and Unknown Brand) for first study, whereas second study uses Experimental 2x1 (Misleading Product Placement) x (Movie: Favorite and Least Favorite).

The results of this research is that the misleading product placement actually has negative impacts on student consumer brand attitude, and also brand equity and movie can reduce misleading product placement. Therefore, marketers and brand owners are advised to be careful in doing product placement."

"[Skripsi ini meneliti pengaruh brand placement acceptance dan brand recall terhadap preference loyalty dan intention to purchase pada studi kasus smartphone Samsung Galaxy Note 3 dalam drama Korea ldquo My Love From Another Star rdquo Responden penelitian ini dibagi menjadi dua kelompok yaitu kelompok pengguna smartphone Samsung dan kelompok pengguna non Samsung yang masing masing berdomisili di Jakara Bogor Depok Tangerang dan Bekasi Metode yang digunakan untuk mengolah data dalam penelitian ini adalah Multiple Regression Hasil penelitian membuktikan secara signifikan bahwa bagi kelompok pengguna Samsung brand placement acceptance dan brand recall berpengaruh pada preference dan loyalty Namun bagi kelompok pengguna non Samsung brand placement acceptance mampunyai pengaruh terhadap brand recall tetapi tidak cukup kuat untuk memengaruhi preference dan intention to purchase sedangkan brand recall memiliki pengaruh terhadap preference dan juga intention to purchase ;The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase ;The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase , The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference loyalty and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called ldquo My Love From Another Star rdquo as the study case Respondents of this study are divided into two groups Smartphone Samsung User and Non Samsung User each of which is resided in Jakarta Bogor Depok Tangerang and Bekasi This Study uses Multiple Regression to process the data The result of this research shows significantly that on Samsung user brand placement acceptance and brand recall have impact on preference and loyalty On the other hand for non Samsung user brand placement acceptance has positive impact on brand recall but not strong enough to influence the preference and intention to purchase although brand recall has a positive impact on preference and intention to purchase ]"

"Tujuan penelitian ini adalah untuk mengetahui pengaruh brand placement acceptance yang dimediasi oleh brand placement recall terhadap attitude towards brand yang ada di dalam film Habibie dan Ainun. Variabel yang digunakan dalam penelitian ini adalah brand placement acceptance, brand placement recall, dan attitude towards brand, yakni preference, loyalty, dan intention to purchase. Penelitian ini menggunakan analisa jalur atau path analysis karena penelitian ini melibatkan variabel mediasi yang sederhana sehingga memungkinkan untuk menganalisanya dengan menggunakan metode regresi. Masing-masing variabel dependen dianalisa dengan menggunakan analisis jalur secara satu-persatu. Habibie dan Ainun merupakan film paling laris sepanjang tahun 2012 lalu dengan jumlah penonton sebanyak kurang lebih 4,2 juta penonton. Dalam film ini terdapat beberapa merek dan produk yang ditempatkan di dalamnya. Merek dan produk tersebut adalah Gery Chocolatos, Sirup Markisa Pohon Pinang, Wardah, E-Toll Card Mandiri, dan Fresh Care. Dari hasil analisis jalur, dapat disimpulkan bahwa brand placement recall memediasi brand placement acceptance secara parsial terhadap preference, loyalty dan intention to purchase. Yang berarti pada dasarnya brand placement acceptance dapat mempengaruhi preference, loyalty dan intention to purchase yang dimiliki oleh penonton film Habibie dan Ainun. Namun, dengan tambahan dari variabel brand placement recall, preference, loyalty dan intention to purchase penonton film Habibie dan Ainun akan semakin meningkat.

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This study aims to determine the impact of brand placement acceptance with brand placement recall as a mediator toward attitude towards brand in Habibie dan Ainun the movie. Variables used in this study are brand placement acceptance, brand placement recall, and attitude toward brands which is contains of preference, loyalty, and intention to purchase. This study use path analysis as a method because this study involve a simple mediator variable, so it is possible to analyze it with regression method. Each dependent variables analyzed with path analysis one-by-one.

Habibie dan Ainun is the most selling film in 2012 with more than 4,2 millions viewers. In this film, there are several products and brands appear. Those are Gery Chocolatos, Sirup Markisa Pohon Pinang, Wardah, E-Toll Card Mandiri, and Fresh Care.

From the outcome of path analysis, we can conclude that brand placement recall partially mediate brand placement acceptance toward preference, loyalty, and intention to purchase. Which means, brand placement acceptance can affect Habibie dan Ainun viewer’s preference, loyalty, and intention to purchase by itself. However, in addition of brand placement recall, Habibie dan Ainun viewer’s preference, loyalty, and intention to purchase will increase."

"Skripsi ini meneliti pengaruh brand placement acceptance dan brand recall terhadap preference, loyalty dan intention to purchase pada studi kasus smartphone Samsung Galaxy Note 3 dalam drama Korea “My Love From Another Star”. Responden penelitian ini dibagi menjadi dua kelompok yaitu kelompok pengguna smartphone Samsung dan kelompok pengguna non-Samsung yang masing-masing berdomisili di Jakara, Bogor, Depok, Tangerang, dan Bekasi. Metode yang digunakan untuk mengolah data dalam penelitian ini adalah Multiple Regression. Hasil penelitian membuktikan secara signifikan bahwa bagi kelompok pengguna Samsung, brand placement acceptance dan brand recall berpengaruh pada preference, dan loyalty. Namun bagi kelompok pengguna non- Samsung, brand placement acceptance mampunyai pengaruh terhadap brand recall, tetapi tidak cukup kuat untuk memengaruhi preference dan intention to purchase, sedangkan brand recall memiliki pengaruh terhadap preference dan juga intention to purchase.

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The purpose of this research is to analyse the effect of brand placement acceptance and brand recall on preference, loyalty, and intention to purchase with Samsung Galaxy Note 3 in a Korean drama called “My Love From Another Star” as the study case. Respondents of this study are divided into two groups: Smartphone Samsung User and Non-Samsung User, each of which is resided in Jakarta, Bogor, Depok, Tangerang, and Bekasi. This Study uses Multiple Regression to process the data.

The result of this research shows significantly that on Samsung user, brand placement acceptance and brand recall have impact on preference and loyalty. On the other hand, for non-Samsung user, brand placement acceptance has positive impact on brand recall, but not strong enough to influence the preference and intention to purchase, although brand recall has a positive impact on preference and intention to purchase."

"Tesis ini menganalisis brand placement dengan menguji pengaruh dari 4 variabel, yaitu brand recall, preference, intention to purchase, dan Loyalty. Berdasarkan data dari 205 responden konsumen muda yang diuji, maka dapat diketahui bahwa brand placement tidak berpengaruh secara positif terhadap brand recall, Brand placement tidak memiliki pengaruh positif atau signifikan terhadap brand recall, preference, intention to purchase, dan Loyalty. Brand recall memiliki pengaruh positif atau signifikan terhadap preference dan loyalty. Sedangkan brand recall tidak memiliki pengaruh positif atau signifikan terhadap intention to purchase. Kemudian preference memiliki pengaruh positif terhadap intention to purchase dan terakhir intention to purchase memiliki pengaruh terhadap loyalty.

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This thesis analyzes the brand placement by testing the effect of four variables, namely brand recall, preference, intention to purchase, and loyalty. Based on data from 205 respondents who tested young consumers, it can be seen that brand placement is not a positive influence on brand recall, Brand placement does not have a positive influence on brand recall or significant, preference, intention to purchase, and Loyalty. Brand recall or a significant positive influence on the preference and loyalty. While brand recall or did not have a significant positive effect on the intention to purchase. Then the preference has a positive influence on intention to purchase and intention to purchase last had an influence on loyalty."

"Skripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand kripsi ini membahas tentang pengaruh dari brand community Honda Brio yang terdiri dari brand community identification dan brand community commitment terhadap brand identification dan brand commitment Honda Brio dengan melihat peran mediasi dari brand attachment dan peran moderasi dari perceived community-brand similliarity. Pengolahan data dalam penelitian ini menggunakan analisis path dalam program Smartpls 2.0. Hasil penelitian ini membuktikan bahwa brand community secara signifikan mempengaruhi brand identification dan brand commitment, brand attachment memiliki peran mediasi yang penting sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan sedangkan efek moderasi perceived community-brand similiariy hanya ada pada satu hubungan.

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This research discusses about the This research discusses about the effect of Honda Brio’s brand community which consists of brand community identification and brand community commitment on brand identification and brand commitment toward Honda Brio with the mediation role of brand attachment and moderation role of perceived community-brand similarity. Smartpls 2.0 was used to process the data.

The result of this research indicates that brand community has a significant effect on brand identification and brand commitment. Brand attachment play a full mediatin role but perceived community-brand similiarity only moderates one relation."

"ABSTRAKPerkembangan penelitian komposit diperkuat serat alam telah menunjukkan hasil yang signifikan. Komposit diperkuat serat daun nanas Subang (SDNS) untuk aplikasi non-struktural memberikan nilai tambah untuk limbah serat daun nanas Subang. Penelitian ini bertujuan untuk mengamati kekuatan lentur, absorpsi dan desorpsi air komposit yang mengacu pada Standar Nasional Indonesia (SNI). Perlakuan alkali pada SDNS dilakukan dengan merendam SDNS dalam larutan NaOH 5%. SDNS setelah perlakuan alkali dan lembaran PP dibuat menggunakan teknik compression molding dengan variasi fraksi berat serat untuk PP adalah 20wt%, 30wt% dan 40wt%. Pengukuran sifat lentur, desorpsi dan absorpsi air dilakukan pada komposit PP dan PP/SDN. Hasil pengukuran densitas, bahan komposit dikelompokkan dalam papan serat kerapatan tinggi (PSKT) berdasarkan SNI 01-4449-2006. Dari variasi fraksi berat serat pada penelitian ini, kekuatan lentur tertinggi dimiliki oleh komposit PP/SDN40% dengan nilai (4,89 ± 0,37) MPa, meningkat sebesar 153,37% dibandingkan dengan PP murni. Nilai desorpsi dan absorpsi air masing-masing (1,08 ± 0,12) % dan (8,83 ± 3,35) %. Hasil pengamatan mikroskop optik menunjukkan bahwa komposit mengalami kegagalan matriks pada permukaan sampel sesudah uji lentur.

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ABSTRACTThe development of natural fiber reinforced composite research has shown significant results. Pineapple leaf fiber reinforced composites for non-structural application provide added value for Subang pineapple leaf fiber (PALF) waste. This study aimed to observe flexural strength, water absorption and desorption of composites which referred to the Indonesian National Standard (SNI). Alkali treatment on Subang PALF was performed to improve the interface bonding between PALF with polypropylene (PP), in which the PALF was soaked in 5% NaOH solution for 24 hours. Treated PALF and PP sheets were fabricated using compression molding (hot press) technique with the variation of fiber fraction to PP were 20 wt%, 30 wt% and 40 wt%. Flexural property, desorption and absorption water tests were conducted on PP and PP/PALF composites, and optical microscope (OM) observation was performed on the surfaces after the flexural test was conducted. The highest flexural strength was (4.89 ± 0.37) MPa, these values shown an increased respectively by (153,37) % compared to the pure PP. Then the desorption and the absorption water tests were (1,08 ± 0,12) % and (8,83 ± 3,35) % respectively. The morphology composites indicated that matrix failure it caused by there was a strong enough interface bond between the fiber and matrix."

"Brand Experience merupakan konseptualisasi respon internal konsumen secara subjektif (sensasi, perasaan, dan kognisi) dan juga respon secara perilaku yang muncul dari stimuli yang berhubungan dengan merek yang merupakan bagian dari desain dan identitas merek, packaging, komunikasi, dan lingkungan. Di mata konsumen, merek berfungsi sebagai pembentuk hubungan antara dirinya dengan merek tersebut, sehingga pengalaman konsumen dengan merek menjadi satu hal yang penting dalam terciptanya hubungan ini. Karya tulis ini akan berfokus pada pengalaman bersama merek, kepuasan, kepercayaan terhadap merek dan pengaruhnya pada loyalitas konsumen terhadap merek tersebut.

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Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. From customers point of view, brand is a relationship-builder between them and the brand itself, thus their experiences with a brand become an important element in creating that relationship. This thesis will be focused on experience with a brand, satisfaction, and trust toward the brand and their effect on customer's loyalty."