PENGARUH PRODUCT PLACEMENT TERHADAP BRAND AWARENESS INDODAX PADA FILM 13 BOM DI JAKARTA (SURVEY PADA GENERASI Z DI KOTA YOGYAKARTA)

Mada Nurinnaja Almadina, NIM.: 21107030118 (2025) PENGARUH PRODUCT PLACEMENT TERHADAP BRAND AWARENESS INDODAX PADA FILM 13 BOM DI JAKARTA (SURVEY PADA GENERASI Z DI KOTA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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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.

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