Hubungan Product Placement dalam Film Mencuri Raden Saleh terhadap Brand Awareness Blibli.com pada Mahasiswa Universitas Sumatera Utara

Abstract

This research entitled "The Relationship Between Product Placement of Blibli.com in the Film Mencuri Raden Saleh and Brand Awareness Among Students of Universitas Sumatera Utara," aims to examine the relationship between the product placement of Blibli.com in the film Mencuri Raden Saleh and brand awareness among students of Universitas Sumatera Utara. The background of this research is based on the growing trend of indirect marketing through entertainment media, particularly via product placements in films, and the importance of building brand awareness among the digital-native youth. This quantitative research employed a survey method, involving 100 student respondents selected using purposive sampling. Data were collected through a questionnaire tested for validity and reliability. Data analysis was conducted using the Spearman correlation test due to the non-normal distribution of the data. The findings indicate a positive and significant relationship between the product placement of Blibli.com and brand awareness, with a correlation coefficient of 0.608 and a significance value of 0.000 (<0.05). These results reinforce the relevance of mass communication theory, cultivation theory, and audience reception theory in explaining how media exposure shapes audience perception of brands. Therefore, product placement is proven to be an effective strategy for enhancing brand awareness when applied contextually and in alignment with the audience.