PENGARUH PRODUCT PLACEMENT CHEVROLET DALAM TRILOGI FILM TRANSFORMERS TERHADAP BRAND AWARENESS (SURVEY PADA MAHASISWA FAKULTAS EKONOMI JURUSAN MANAJEMEN UNIVERSITAS ISLAM INDONESIA YOGYAKARTA ANGKATAN 2012)

KARTIKA AMBARSARI , NIM.10730093 (2015) PENGARUH PRODUCT PLACEMENT CHEVROLET DALAM TRILOGI FILM TRANSFORMERS TERHADAP BRAND AWARENESS (SURVEY PADA MAHASISWA FAKULTAS EKONOMI JURUSAN MANAJEMEN UNIVERSITAS ISLAM INDONESIA YOGYAKARTA ANGKATAN 2012). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

Marketing communications have many options for advertising media, but the most widely used as medium is television (TVC). Media is considered canreach to all audiences and easy to be understood even though television is quite expensive. As the times, television media (TVC) has declined, based on preffering viewers to change channels when advertisement coming. That assumption makes marketing world to change the advertising strategy and turn to product placement, Film is considered to have magical power that can make the audience remember and imprint what they watch in the movie. Chevrolet brand involves its precise moment in the Transformers movie trilogy, because that can grow brand awareness of the product. This study aimed to analyze the effect of Chevrolet product placement in Transformers movie trilogy to the brand awareness. Respondents involved in this study were 81 students of UII Yogyakarta Departement of Management 2012, the method used is purposive sampling, Data collecting usedthrough the spreading questionnaire and data analysis methods is done by a simple linear regression using SPSS 16 software. The result ofregression test showed that the product placement variable got significance value 0.000 <0.05 and the value of the coefficient of 0.627. It could be concluded that the variable product placement in the Transformers movie trilogy took significant effect to the variable of brand awareness in students UII Yogyakarta, Departement of Management 2012.The significant effect that was got, this meant when the product placement is 1 unit, the brand awareness increased 1 unit. This meant Chevrolet Product Placement in Transformers movie trilogy had the effect of 38.6% on brand awareness.

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