<![CDATA[ABSTRAKPenelitian ini berjudul Pengaruh Product Placement Axe Pada Film Axelerate The Series “The Untold Story Of Keenan Pearce” Terhadap Keputusan Membeli Masyarakat Kota Banda Aceh. Tujuan penelitian ini yaitu untuk mengetahui pengaruh Product Placement Axe pada film Axelerate The Series “The Untold Story Of Keenan Pearce” terhadap keputusan membeli masyarakat Kota Banda Aceh” . Teori yang digunakan dalam penelitian ini teori subliminal message. Pendekatan yang digunakan dalam penelitian ini menggunakan pendekatan kuantitatif. Teknik pemilihan sampel menggunakan teknik purposive sampling dengan kriteria masyarakat Kota Banda Aceh pria yang berusia 20-35 tahun, masyarakat Kota Banda Aceh yang aktif menggunakan Youtobe, masyarakat Kota Banda Aceh yang menonton film Axelerate The Series “The Untold Story Of Keenan Pearce, masyarakat Kota Banda Aceh yang mengetahui tentang produk Axe dan masyarakat Kota Banda Aceh yang menggunakan produk Axe. Dari penelitian ini diperoleh hasil pengaruh product placement axe dalam film axelerate the series “the untold story of keenan pearce” terdapat hubungan yang cukup berarti dengan keputusan membeli masyarakat Kota Banda Aceh. Berdasarkan hasil uji hipotesis menunjukkan bahwa t hitung t tabel yaitu 11,608 1,984 dan nilai signifikan yaitu 0,0000,05. dapat disimpulkan bahwa ada pengaruh product placement axe dalam film axelerate the series “the untold story of keenan pearce” terhadap keputusan membeli masyarakat Kota Banda Aceh. Kata Kunci: product placement, film, masyarakat ABSTRACTThis research entitled "The Influence of Axe Product Placement in film Axelerate The Series "The Untold Story Of Keenan Pearce" Towards The Decision to Purchase among people in Banda Aceh". Axe product was launched for the first time in 1983 in France. As declared by millions of French men, the Ax brand is so famous that within short period of time the brand is already known in other countries. Today Axe could easily be found in more than 60 countries and has become the number one deodorant in the European and Latin American markets. In Indonesia, Axe become the leading products in the male deodorant segment. Ax performs a product placement strategy in delivering information about their products. In this study Axe is a male deodorant product that is often displayed in the movie "Axelerate The Series: The Untold Story Of Keenan Pearce" as the formation of brand awareness among the audience of the film. This study aims to determine the effect of product placement of axes in the axelerate the series film "the untold story of Keenan Pearce" to the decision to purchase among people in Banda Aceh. The approach used is quantitative research with descriptive method. This research applied Subliminal Message theory. The subjects of this study were chosen by using purposive sampling technique, with respondents who met the criteria. Data collection techniques used is questionnaires, with 100 respondents. The results show that product placement axes in Axelerate The Series Film "The Untold Story Of Keenan Pearce” succeeded in influencing the people of Banda Aceh to buy axe products. Through the results of simple regression test, the magnitude of the coefficient of determination is 0.579. Therefore it could be concluded that the magnitude of the effect of product placement variable to the buying decision is 57.9%. Keywords: effect of product placement, decision purchase, axe. ]]>
