%0 Thesis
%9 Skripsi
%A Mada Nurinnaja Almadina, NIM.: 21107030118
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2025
%F digilib:73537
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Indodax, Product Placement, Brand Awareness, Generation Z, Film
%T PENGARUH PRODUCT PLACEMENT TERHADAP BRAND AWARENESS INDODAX PADA FILM 13 BOM DI JAKARTA  (SURVEY PADA GENERASI Z DI KOTA YOGYAKARTA)
%U https://digilib.uin-suka.ac.id/id/eprint/73537/
%X 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.
%Z Tariq Yazid, S.I.Kom., M.A.