Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif
When a prospective customer are faced with many choices of products in their purchase decision, the memories and impressions of a product brand will be an important consideration in order to influence the consumer decision, this is what all marketer need in order to win the market in an industry. Mo...
| Main Authors: | , |
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| _version_ | 1826045981058138112 |
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| author | , I Gde Yudhi Hendrawan , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D. |
| author_facet | , I Gde Yudhi Hendrawan , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D. |
| author_sort | , I Gde Yudhi Hendrawan |
| collection | UGM |
| description | When a prospective customer are faced with many choices of products in
their purchase decision, the memories and impressions of a product brand will be
an important consideration in order to influence the consumer decision, this is
what all marketer need in order to win the market in an industry. Movie as one of
the media, considered to be very capable to influencing consumer behavior, even
in an UNESCO report says that the movie could change the attitudes and
behaviors of youth in Genoa against the Germans in World War II era. That's why
it is no wonder why so many companies compete with each other to utilize the
movie as a medium for their marketing campaigns.
There have been many studies that discuss the effectiveness of product
placement in the movie. However, almost all of these studies is limited to
consumers short-term memory which easily lost. Long-term memory was the one
that has a role in every person's behavior and attitude, if a product is embedded in
one's long-term memory, then the preference for the product will be remembered
in a long time, so when the purchasing decision comes, the memory is what helps
the consumer in choosing a product.
The research was conducted qualitatively by conducting interviews with
several informants who were categorized as moviegoers. Interviews conducted
using interview guide and recorded using an audio recorder, the interview result
then reviewed again several times to find the points in every issue. Based on these
results, seven factors known to cause a product could be remembered in a long
time period by the audience. These seven factors can be used as a consideration
for marketers who want to place their products on a movie. |
| first_indexed | 2024-03-13T22:45:59Z |
| format | Thesis |
| id | oai:generic.eprints.org:118284 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:45:59Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1182842016-03-04T08:38:48Z https://repository.ugm.ac.id/118284/ Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif , I Gde Yudhi Hendrawan , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D. ETD When a prospective customer are faced with many choices of products in their purchase decision, the memories and impressions of a product brand will be an important consideration in order to influence the consumer decision, this is what all marketer need in order to win the market in an industry. Movie as one of the media, considered to be very capable to influencing consumer behavior, even in an UNESCO report says that the movie could change the attitudes and behaviors of youth in Genoa against the Germans in World War II era. That's why it is no wonder why so many companies compete with each other to utilize the movie as a medium for their marketing campaigns. There have been many studies that discuss the effectiveness of product placement in the movie. However, almost all of these studies is limited to consumers short-term memory which easily lost. Long-term memory was the one that has a role in every person's behavior and attitude, if a product is embedded in one's long-term memory, then the preference for the product will be remembered in a long time, so when the purchasing decision comes, the memory is what helps the consumer in choosing a product. The research was conducted qualitatively by conducting interviews with several informants who were categorized as moviegoers. Interviews conducted using interview guide and recorded using an audio recorder, the interview result then reviewed again several times to find the points in every issue. Based on these results, seven factors known to cause a product could be remembered in a long time period by the audience. These seven factors can be used as a consideration for marketers who want to place their products on a movie. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , I Gde Yudhi Hendrawan and , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D. (2013) Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58228 |
| spellingShingle | ETD , I Gde Yudhi Hendrawan , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D. Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title | Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title_full | Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title_fullStr | Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title_full_unstemmed | Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title_short | Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif |
| title_sort | tingkat recall product placement pada film dalam long term memory penonton serta faktor penyebabnya secara kualitatif |
| topic | ETD |
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