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Abstrak :
ABSTRACT
Penelitian ini membahas mengenai pengaruh persepsi penonton video pemasaran dalam menciptakan minat beli produk Tropicana Slim Stevia dalam konteks penonton webseries Sore yang berada dalam rentang usia dewasa muda. Penelitian ini merupakan penelitian eksploratif dengan pendekatan kuantitatif. Data yang didapat melalui purposive sampling diolah dengan analisis faktor dan analisis regresi linear berganda. Hasil menunjukkan terdapat pengaruh persepsi penonton webseries Sore terhadap minat beli produk Tropicana Slim Stevia pada dewasa muda. Penelitian dilakukan dengan lima variabel yang diturunkan dari elemen webseries dan variabel yang paling berpengaruh adalah variabel persepsi product placement dan variabel persepsi elemen visual. Menurut penelitian, webseries merupakan media yang baik untuk menarik engagement dengan produk sebelum konsumen memutuskan untuk membeli. Penelitian selanjutnya sebaiknya melakukan perbandingan pengaruh dari iklan di berbagai media dengan webseries.

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ABSTRACT
This study discover about the impact of perception that video marketing viewers have on purchase intention of Tropicana Slim Stevia, in the context of viewers whose age are considered as young adult. The study is an explorative research with quantitative approach. Data was obtained through purposive sampling, proceeded with factor analysis and multiple linear regression. Result shows that webseries Sore viewers rsquo perception has impact on purchase intention of Tropicana Slim Stevia. The study has five variable that were broken down from webseries rsquo elements. Turns out there most impactful variable are lsquo perception on product placement rsquo and perception on visual rsquo . According to this research, webseries works to gain engagement of the viewers with product before they decide to buy. Because webseries is one of marketing communication form, similar study in the future can compare its effectivity with advertising.

Abstrak :
Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. Previous research regarding attitude towards product placement has shown that several antecedents were involved in shaping the brand attitude and purchase intention, including attitude towards the actor, attitude towards the character, attitude towards the movie, fit between the actor and brand, fit between character and brand and fit between movie and brand.

Tropicana Slim Stevia marketing strategy that integrates webisode as a form of branded entertainment and traditional advertisement create potential research for this topic. The research used survey method in this research to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence.

Abstrak :
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh kenikmatan naratif dan kesadaran persuasi di webseries terhadap sikap konsumen.Saat ini, banyak perusahaan di Indonesia menggunakan webseries sebagai strategi pemasaran konten dan ini menjadi tren. Sayangnya, penelitian tentang webseries sebagai content marketing masih terbatas. Populasi dalam penelitian ini adalah pengguna media sosial yang telah menyaksikan iklan dalam bentuk webseries di internet. Sampel yang diambil sebanyak 200 responden menggunakan teknik non probability sampling dengan pendekatan accidental sampling yaitu dengan cara menyebarkan kuesioner secara online. Penelitian ini merupakan alat yang berguna bagi paramanajer, pemasar dan pelakubisnis yang memanfaatkan media online. Hasil penelitian menunjukkan bahwa narrative enjoyment dan attitude toward the actor memiliki pengaruh positif terhadap attitude toward the webseries. Sedangkan persuasion awareness memiliki pengaruh negatif terhadap attitude toward the webseries dan attitude toward the brand secara negatif, sedangkan attitude toward the webseries mempengaruhi attitude toward the brand secara positif. Tesis ini ditulis sebagai bagian dari program Magister Manajemen dan diharapkan dapat menjadi alat yang berguna bagi para manajer, pemasar dan pelaku bisnis yang memanfaatkan media online.

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ABSTRACT
This study aims to determine the effect of narative enjoyment and persuasion awareness in webseries on consumer rsquo s attitude. Currently, a lot of company in Indonesia using webseries as content marketing strategy and it rsquo s becoming a trend. Unfortunately, the research about webseries as content marketing is still limited. The population in this study is the social media users who have watched the advertisement in the form of webseries on the internet. Samples to be taken as many as 200 respondents using non probability sampling technique with accidental sampling approach that is by distributing questionnaires online.The results showed that the narrative enjoyment and attitude toward the actor had a positive effect on the attitude toward the webseries. While persuasion awareness has a negative influence on attitude toward the webseries and attitude toward the brand. And attitude toward the webseries give positive effect on attitude toward the brand. This thesis is written as part of the Master of Management program and is expected to be a useful tool for managers, marketers and businesspeople utilizing online media.