ANALISIS AISAS MODEL TERHADAP PRODUCT PLACEMENT DALAM FILM INDONESIA Studi Kasus: Brand Kuliner di Film Ada Apa Dengan Cinta 2

FA. Wisnu Wirawan, Prima Dona Hapsari

Abstract


Penelitian ini bertujuan untuk menganalisis AISAS Model atas product placement dari brand
(tempat) kuliner pada film Ada Apa Dengan Cinta (AADC) 2. Film ini menjadi objek penelitian
karena tingginya minat menonton dari masyarakat hingga membuatnya menjadi salah satu
film terlaris di Indonesia pada tahun 2016. Penelitian ini mengambil dua teori utama dalam
bidang komunikasi pemasaran, yaitu teori AISAS dan product placement. Jenis penelitian ini
adalah kualitatif deskriptif, dengan teknik observasi dan wawancara mendalam kepada 12
orang informan yang telah menonton film tersebut minimal 1 kali dan berdomisili di Jakarta
Timur. Hasil dalam penelitian ini menyebutkan bahwa berdasarkan analisis AISAS, product
placement atas brand (tempat) kuliner dalam film membantu promosi brand kuliner tersebut.
Poin Search, Action, dan Share memberikan peluang besar dan sangat baik dalam keberhasilan
promosi sehingga konsumen dapat dekat, mengalami, dan merasakan brand.

The Analysis of AISAS Model towards Product Placement of Indonesia Movie: A Case
Study on the Culinary Brand of Ada Apa Dengan Cinta 2 Movie. This study aims to analyze
AISAS Model on product placement of culinary brand on Ada Apa Dengan Cinta (AADCWhat’s
up with Cinta) 2 movie. The movie becomes the object of research because of the high
interest from the public to watch, making it one of the best-selling movies in 2016 in Indonesia.
This study takes two main theories in the field of marketing communications, namely AISAS
and product placement. The research is a qualitative descriptive by observation and in-depthinterview
technique to 12 informants staying in East Jakarta who have seen the film at least
once. The result of study mentions that based on the AISAS analysis, product placement of
culinary brand (places) on the film helped the promotion of the culinary brands. Some points
such as Search, Action, and Share provide great opportunities to the success of the campaign
so consumers can be close, experience and feel the brand.


Keywords


AISAS Model; product placement; marketing communication

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DOI: http://dx.doi.org/10.24821/rekam.v12i2.1424

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