Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia

Farah Farhanah Hishamudin,Nur Atikah A Rahman

doi:10.22452/jpmm.vol23no2.2

Abstract

This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or product. On the other hand, integrated explicit placements received positive perceptions in increasing the level of consumer information, however, received negative perceptions towards consumer purchasing intentions.

Highlights

PENGENALAN Dengan wujudnya pelbagai saluran media dan jenis pengiklanan dalam pasaran, sedikit sebanyak kemunculannya mengganggu kehidupan seharian pengguna (Gritten, 2007)
This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn
This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or product

Summary

Introduction

PENGENALAN Dengan wujudnya pelbagai saluran media dan jenis pengiklanan dalam pasaran, sedikit sebanyak kemunculannya mengganggu kehidupan seharian pengguna (Gritten, 2007). Penemuan ini menjelaskan walaupun penonton sedar dengan kewujudan perletakkan jenama di dalam rancangan tersebut, namun, oleh kerana penglibatan informan adalah pada tahap yang rendah, informan kurang memberikan perhatian terhadap mesej yang telah disampaikan. Hal ini secara tidak langsung menunjukkan beliau melalui tahap penglibatan yang rendah untuk mengubah kepercayaan, tingkah laku atau sikap beliau terhadap produk yang ditempatkan dalam rancangan tersebut.

Results

Conclusion