?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PERSEPSI+MAHASISWA+FISIP+UNIVERSITAS+LAMPUNG+PADA%0D%0APENEMPATAN+PRODUK+DALAM+FILM+MENCURI+RADEN+SALEH&rft.creator=Tiya+%2C+Riyanti&rft.subject=300+Ilmu+sosial&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Penempatan+produk+adalah+suatu+bentuk+komunikasi+pemasaran+dalam+film+yang%0D%0Amenampilkan+suatu+produk+atau+jasa+dalam+sebuah+adegan.+Alasan+terpenting+adanya%0D%0Astrategi+komunikasi+pemasaran+penempatan+produk+adalah+mahalnya+biaya+produksi%0D%0Afilm.+Masalah+penempatan+produk+dalam+sebuah+film+muncul+ketika+tim+produksi+film%0D%0Aberusaha+mengimbangi+biaya+produksi.+Ketika+sebuah+acara+seperti+film+terus-menerus%0D%0Amenampilkan+iklan+produk+sepanjang+pertunjukan%2C+maka+dapat+menciptakan+persepsi%0D%0Atertentu+di+kalangan+penonton.+Tujuan+dari+penelitian+ini+adalah+untuk+mengetahui%0D%0Aseberapa+besar+hubungan+persepsi+mahasiswa+FISIP+Universitas+Lampung+pada%0D%0Apenempatan+produk+dalam+film+Mencuri+Raden+Saleh+berdasarkan+Teori+Tripartite%0D%0ATypology+yaitu+tiga+dimensi+yang+membangun+menurut+Russel+(1998).+Metode+yang%0D%0Adigunakan+berdasarkan+pendekatan+kuantitatif+deskriptif%2C+dengan+melakukan+survei%0D%0Aterhadap+100+responden+dari+mahasiswa+FISIP+Universitas+Lampung+yang+telah%0D%0Amenonton+film+Mencuri+Raden+Saleh.+Hasil+penelitian+menunjukan+bahwa+persepsi%0D%0Amahasiswa+FISIP+Universitas+Lampung+berkorelasi+positif+dan+signifikan+pada%0D%0Apenempatan+produk+dalam+film+Mencuri+Raden+Saleh.+Hal+tersebut+dibuktikan+dengan%0D%0Ahasil+uji+koefisien+korelasi+(r)+yang+menemukan+nilai+signifikasi+antara+variabel%0D%0Apersepsi+mahasiswa+FISIP+Universitas+Lampung+pada+penempatan+produk+dalam+film%0D%0AMencuri+Raden+Saleh+sebesar+0%2C001+yang+berarti+lebih+kecil+dari+0%2C05.+Persepsi+audiens%0D%0Ayang+ditinjau+dari+Visual+placement+dan+Plot+connection+mendapatkan+persepsi+positif%0D%0Akarena+membantu+responden+mengingat+nama+produk%2C+meningkatkan+brand%0D%0Aawareness%2C+audiens+menyadari+keberadaan+produk+yang+dipromosikan%2C+dan+timbul+rasa%0D%0Atertarik+dalam+memperhatikan+penempatan+produk+dalam+film+karena+adanya+perasaan%0D%0Asuka.+Sementara+itu%2C+dari+segi+auditory+dimension+mendapatkan+persepsi+negatif%0D%0Adikarenakan+penempatan+produk+tidak+terkomunikasikan+dengan+jelas+sehingga%0D%0Aaudiens+belum+memahami+informasi+dari+produk+yang+dipromosikan.%0D%0AKata+Kunci+%3A+Persepsi%2C+Penempatan+Produk%2C+dan+Film+Mencuri+Raden+Saleh%0D%0A%0D%0A%0D%0AProduct+placement+is+a+form+of+marketing+communication+in+films+that+displays+a%0D%0Aproduct+or+service+in+a+scene.+The+most+important+reason+for+the+existence+of+a+product%0D%0Aplacement+marketing+communication+strategy+is+the+high+cost+of+film+production.+The%0D%0Aproblem+with+product+placement+in+a+film+arises+when+the+film+production+team+tries+to%0D%0Aoffset+production+costs.+When+a+show+like+a+film+continuously+shows+product%0D%0Aadvertisements+throughout+the+show%2C+it+can+create+a+certain+perception+among+the%0D%0Aaudience.+The+purpose+of+this+study+is+to+determine+how+much+correlation+of+FISIP%0D%0Astudentsat+the+University+of+Lampung+perception+has+on+product+placement+in+the+film%0D%0AMencuri+Raden+Saleh+based+on+the+Tripartite+Typology+Theory%2C+namely+the+three%0D%0Adimensions+that+build+according+to+Russell+(1998).+The+method+used+is+a+descriptive%0D%0Aquantitative+approach%2C+by+conducting+a+survey+of+100+respondents+from+of+FISIP%0D%0Astudentsat+the+University+of+Lampung+who+had+watched+the+film+Mencuri+Raden+Saleh.%0D%0AThe+results+of+the+study+indicate+that+of+FISIP+studentsat+the+University+of+Lampung%0D%0Aperception+is+positively+and+significantly+correlated+with+product+placement+in+the+film%0D%0AMencuri+Raden+Saleh.+This+is+evidenced+by+the+results+of+the+correlation+coefficient+test%0D%0A(r)+which+found+a+significance+value+between+of+FISIP+studentsat+the+University+of%0D%0ALampung+perception+variables+on+product+placement+in+the+film+Mencuri+Raden+Saleh%0D%0Aof+0%2C001%2C+which+means+it+is+smaller+than+0%2C05.+Audiens+perception+reviewed+from+visual%0D%0Adimension+and+plot+connection+dimension+gets+a+positive+perception+because+it+helps%0D%0Arespondents+remember+the+product+name%2C+increases+brand+awareness%2C+the+audience+is%0D%0Aaware+of+the+existence+of+the+promoted+product%2C+and+a+sense+of+interest+arises+in+paying%0D%0Aattention+to+the+product+placement+in+the+film+because+of+feelings+of+liking.+Meanwhile%2C%0D%0Ain+terms+of+the+audtory+dimension%2C+it+received+a+negative+perception+because+the%0D%0Aproduct+placement+was+not+communicated+clearly+so+that+audience+did+not+understand%0D%0Athe+information+about+the+product+being+promoted.%0D%0AKeywords+%3A+Perception%2C+Product+Placement%2C+and+the+Film+Mencuri+Raden+Saleh&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-08-09&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82064%2F1%2FABSTAK_TIYA%2520RIYANTI_2016031006%2520-%2520Tiya%2520Riyanti.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82064%2F2%2FSKRIPSI%2520TANPA%2520LAMPIRAN_TIYA%2520RIYANTI_2016031006-1-137%2520-%2520Tiya%2520Riyanti.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F82064%2F3%2FSKRIPSI%2520TANPA%2520PEMBAHASAN_TIYA%2520RIYANTI%2520-%2520Tiya%2520Riyanti.pdf&rft.identifier=++Tiya+%2C+Riyanti++(2024)+PERSEPSI+MAHASISWA+FISIP+UNIVERSITAS+LAMPUNG+PADA+PENEMPATAN+PRODUK+DALAM+FILM+MENCURI+RADEN+SALEH.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F82064%2F