@phdthesis{digilib73537,
           month = {August},
           title = {PENGARUH PRODUCT PLACEMENT TERHADAP BRAND AWARENESS INDODAX PADA FILM 13 BOM DI JAKARTA  (SURVEY PADA GENERASI Z DI KOTA YOGYAKARTA)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21107030118 Mada Nurinnaja Almadina},
            year = {2025},
            note = {Tariq Yazid, S.I.Kom., M.A.},
        keywords = {Indodax, Product Placement, Brand Awareness, Generation Z, Film},
             url = {https://digilib.uin-suka.ac.id/id/eprint/73537/},
        abstract = {This study analyzes the influence of Indodax's product placement in the film 13 Bom di Jakarta on brand awareness among Generation Z in Yogyakarta. Based on the Stimulus-Response theory, product placement serves as a stimulus that is expected to increase brand awareness. With the increasing population of Generation Z, who are digital natives and have a growing interest in crypto investment, coupled with the significant growth of film audiences in Indonesia, utilizing film as a promotional medium has become a relevant strategy. The research employs a mixed method. Data was collected through questionnaires distributed to 100 respondents using likert scale and an interview with 5 resource person. The findings of this study suggest that the brand awareness variable (Y) is significantly influenced by the product placement variable (X). The Hypothesis test yielded a calculated t-value of 5.974, which is more than the t-table value of 1.661. Therefore, the null hypothesis (H0) is refuted and the alternative hypothesis (Ha) is accepted, suggesting that the outcome of this study is that product placement has a substasial impact on Indodax?s brand awareness in the Film 13 Bom di Jakarta.}
}