Institusion
Universitas Islam Negeri Sunan Kalijaga
Author
Kurniawan Galih Saputro, NIM. 14730075
Subject
Ilmu Komunikasi
Datestamp
2021-10-05 03:57:15
Abstract :
Movie is an effective medium for delivering messages. This has prompted
marketers to make movies into advertising media. One of the techniques used for
advertising in a movie is "product placement" . This technique is used by one of the
most popular brand It's Fila in a movie be entitled "The Firm". This movie is about
football and the fan culture club.
The study aims to measure how much product placement in the firm's movie affects
the purchasing of the PSS sleman football club's community spesifically campus
boys. The study employs the survey method of 100 respondents campus boys
community members.
The result shows that "product placement" of brand fila in the movie "The Firm"
had a major influence on the interest of buying members of the campus boys. This is
shown with a coefficient of 0.645 with a positive value and a value of p 0,000<0,05.
Meanwhile, the value of coefficient determinations amounted to 0.416. So in this
product placement of fila's brand in the firm's movie impacted interest buying
campus boys by 41.6%.