Product placement Indomilk pada video TokopediaxBTS dan pengaruhnya terhadap sikap audiens

The surge in internet use has made the flow of information received by Indonesians diverse, as well as information and promotions about products that are circulating in the public. One option in conducting marketing communication is through advertising in the form of product placements. PT Indolakto took advantage of this by doing Indomilk Banana product placement on a YouTube video titled “TOKOPEDIAxBTS: BTS Interview di #TokopediaWIB TV SHOW #BTSdiTOKOPEDIAWIB”. Good product placement is expected to build a positive attitude. The researcher aims to measure how much influence Indomilk Banana’s product placement has on TokopediaxBTS’s YouTube videos on audience attitudes. This study uses a quantitative approach with causal research types as well as survey methods. Questionnaires with a scale of Likert 1-4 were distributed online through google form to 400 respondents who were viewers of the video with the type of probability sampling sample. In conducting the analysis, the researcher used simple linear regression through IBM SPSS version 22. Based on the research, the conclusions that can be drawn are Indomilk Banana product placement both from visual dimension, auditory dimension, and plot connection that aired on YouTube video with the title “TOKOPEDIAxBTS: BTS Interview on #TokopediaWIB TV SHOW #BTSdiTOKOPEDIAWIB” on Tokopedia’ YouTube channel positively affects all three aspects of audience attitude, namely cognitive aspect, affective aspect, and conative aspect even though the relationship is stated weakly. This research brings an update to the study of product placement in digital views, particularly products that are placed in interview on YouTube video.