TY  - THES
N1  - Pembimbing: Drs. Siantari Rihartono M.Si
ID  - digilib42454
UR  - https://digilib.uin-suka.ac.id/id/eprint/42454/
A1  - KURNIAWAN GALIH SAPUTRO, NIM.: 14730075
Y1  - 2021/02/10/
N2  - 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%.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Komunitas Campus Boys Sleman Fans; Product placement
M1  - skripsi
TI  - PENGARUH PRODUCT PLACEMENT BRAND FILA DALAM FILM
THE FIRM TERHADAP MINAT BELI PADA SUPORTER SEPAK BOLA
KOMUNITAS CAMPUS BOYS
AV  - restricted
EP  - 118
ER  -