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Abstrak :
Sinetron telah lama menjadi bagian integral dari industri televisi di Indonesia, dan masih menjadi hiburan pilihan bagi banyak masyarakat Indonesia. Praktik product placement telah mendapatkan popularitas sebagai strategi pemasaran di industri hiburan, termasuk sinetron, sebagai cara halus untuk mempromosikan produk kepada penonton. Tulisan ini bertujuan untuk menganalisis praktik penempatan produk di sinetron Indonesia, dengan fokus pada contoh penempatan produk Lemonilo di sinetron Tukang Ojek Pengkolan. Data pada studi ini menggunakan data sekunder. Penelitian ini bersifat deskriptif dan metodologi yang digunakan adalah kajian literatur. Kesimpulan menunjukkan bahwa product placement dalam sinetron seringkali menyimpang dari esensi awal dari product placement dan memiliki implementasi yang cenderung berlebihan dan terlalu bersifat hard-selling ......Soap operas have long been an integral part of the television industry in Indonesia, and is still the entertainment of choice for many Indonesians. The practice of product placement has gained popularity as a marketing strategy in the entertainment industry, including sinetron, as a subtle way to promote products to the audience. This paper aims to analyse the practice of product placement in Indonesian soap operas, focusing on the example of Lemonilo product placement in the soap opera Tukang Ojek Pengkolan. The data in this study uses secondary data. This research is descriptive and the methodology used is literature review. The conclusion shows that product placement in soap operas often deviates from the original essence of product placement, which is implicit promotion, and has an implementation that tends to be explicit and too hard-selling.

Abstrak :
ABSTRAK
Tesis ini membahas bagaimana pengaruh product placement smartphone Samsung Galaxy SIII, pada serial drama Korea yang berjudul “To The Beautiful You”. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil penelitian ini menunjukkan bahwa brand awareness dan attitude toward drama tidak berpengaruh signifikan terhadap attitude toward brand/product, sedangkan attitude toward actor dan attitude toward product placement berpengaruh signifikan terhadap attitude toward brand/product. attitude toward actor dan attitude toward brand/product berpengaruh terhadap purchase intention. Hasil penelitian ini menyarankan marketer agar mampu memilih endorser yang tepat untuk menggunakan produknya dalam product placement yang ditampilkan dalam sebuah serial drama, karena aktor memiliki pengaruh yang cukup tinggi baik terhadap attitude toward brand/product, maupun purchase intention.

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ABSTRACT
This study focused on the effect of Samsung Galaxy SIII smartphone product placement, in Korean drama series entitled "To The Beautiful You". This research is descriptive quantitative research design. The results of this study showed that brand awareness and attitude toward drama have insignificant effect on attitude toward the brand / product, while the attitude toward the actor and attitude toward product placement significantly influence the attitude toward the brand / product. Attitude toward actors and attitude toward brand/product significantly influence purchase intention. The results of this study suggest that marketers have to choose the right endorser to use the product in product placement featured in a drama series, because the actor has a high enough influence both on attitude toward the brand / product, and purchase intention.