PENGARUH PRODUCT PLACEMENT BRAND FILA DALAM FILM THE FIRM TERHADAP MINAT BELI PADA SUPORTER SEPAK BOLA KOMUNITAS CAMPUS BOYS

KURNIAWAN GALIH SAPUTRO, NIM.: 14730075 (2021) PENGARUH PRODUCT PLACEMENT BRAND FILA DALAM FILM THE FIRM TERHADAP MINAT BELI PADA SUPORTER SEPAK BOLA KOMUNITAS CAMPUS BOYS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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%.

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