PENGARUH PRODUCT PLACEMENT SPRITE DALAM TAYANGAN VIDEO KLIP K-POP AOA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Komunitas Dance Cover K-POP Di Malang)

Product placement is a way of promotion carried out by placing products on a media. One of the media that can be used is a video clip. As in AOA's K-pop video clip that displays Sprite products in it. When the audience sees the product placement in the video clip, they will definitely be interested in the appearance of the product and it can affect the product purchase decision. The purpose of this study is to find out whether there is an effect of product placement in the K-pop AOA video clip on purchasing decisions. For this study using the theory of S O R. This study uses this type of research is explanative with survey methods. The research sample was 32 members of the Moonlight Dance Cover K-pop community in Malang using total sampling techniques. Data collection using questionnaires and data analysis methods used are F Test, Determination Coefficient and Simple Linear Regression. From the results of the study showed the results of F count (20.9211)> F table (4.17) for the significance of 0.00