Product Placement On Indonesian Rap Song
Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design u...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Tarumanagara
2023-02-01
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| Series: | Jurnal Manajemen |
| Subjects: | |
| Online Access: | https://ecojoin.org/index.php/EJM/article/view/1097 |
| _version_ | 1797937684449067008 |
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| author | Cokki Sharon Nathania Haris Maupa |
| author_facet | Cokki Sharon Nathania Haris Maupa |
| author_sort | Cokki |
| collection | DOAJ |
| description | Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement. |
| first_indexed | 2024-04-10T18:48:09Z |
| format | Article |
| id | doaj.art-5fec8edaff434f9282b180f3d357bfd0 |
| institution | Directory Open Access Journal |
| issn | 1410-3583 |
| language | English |
| last_indexed | 2024-04-10T18:48:09Z |
| publishDate | 2023-02-01 |
| publisher | Universitas Tarumanagara |
| record_format | Article |
| series | Jurnal Manajemen |
| spelling | doaj.art-5fec8edaff434f9282b180f3d357bfd02023-02-01T08:58:16ZengUniversitas TarumanagaraJurnal Manajemen1410-35832023-02-01271628510.24912/jm.v27i1.10971080Product Placement On Indonesian Rap SongCokki0Sharon Nathania1Haris Maupa2Management Undergraduate Program, Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, IndonesiaManagement Undergraduate Program, Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, IndonesiaDoctoral Study Program of Management, Postgraduate Program, Universitas Tarumanagara, Jakarta, IndonesiaProduct placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.https://ecojoin.org/index.php/EJM/article/view/1097product placement; song; indonesia. |
| spellingShingle | Cokki Sharon Nathania Haris Maupa Product Placement On Indonesian Rap Song Jurnal Manajemen product placement; song; indonesia. |
| title | Product Placement On Indonesian Rap Song |
| title_full | Product Placement On Indonesian Rap Song |
| title_fullStr | Product Placement On Indonesian Rap Song |
| title_full_unstemmed | Product Placement On Indonesian Rap Song |
| title_short | Product Placement On Indonesian Rap Song |
| title_sort | product placement on indonesian rap song |
| topic | product placement; song; indonesia. |
| url | https://ecojoin.org/index.php/EJM/article/view/1097 |
| work_keys_str_mv | AT cokki productplacementonindonesianrapsong AT sharonnathania productplacementonindonesianrapsong AT harismaupa productplacementonindonesianrapsong |