Tingkat Penerimaan Konsumen terhadap Product Placement di Film Berdasarkan Perbedaan Individu

Sugianto, Fajar, Dr. Sahid Susilo Nugroho, M.Sc.

2007 | Skripsi | S1 Management

A promotion has big role in marketing activity. For marketer, a promotion can used as media to communicate their brand or product. Today, marketer can used product placement as an alternative promotion tools. Gupta and Gould (1997) define product placement as incorporating brands in movies in return for money or for some promotional or other consideration. This research tittle are "Consumer Acceptability of Product Placement in Movies Depend on Individual differences". This research are examine effect of Individual differences (gender, education, frequency of watching movies, and expenditure) toward acceptability of product placement Research done to consumer who was watching "Alexandria" movie. Respondent were surveyed are respondent in Yogyakarta area. By Multiple Regression method, researcher get result that show there is significant effect by variable of gender, education, and frequency of watching movies. except expenditure variable. Key words: promotion, product placement, film, gender, education, expenditure, movies, individual differences.

Kata Kunci : Penerimaan Konsumen, Product Placement, Pemasaran, promotion, product placement, film, gender, education, expenditure, movies, individual differences