Analisa Pengaruh Product Placement Dan Brand Recall Volvo Terhadap Sikap Konsumen Dalam Film “Twilight Saga: Breaking Dawn (Part 2)”
Keywords:
Compliments, complimenting, exchange structure, teacher-student relations.Abstract
Product placement merupakan salah satu alternatif untuk melengkapi iklan komersil saat ini, karena dapat memperoleh perhatian penonton secara tidak langsung. Penelitian ini membahas pengaruh product placement dan brand recall Volvo terhadap sikap konsumen dalam film “Twilight Saga: Breaking Dawn (part 2)”, serta melihat strategi product placement dalam meningkatkan kesan nyata sebuah film. Penelitian ini dilakukan dengan menggunakan penelitian kualitatif deskriptif, dengan 30 responden dari Manajemen Pemasaran dan Manajemen Bisnis Universitas Kristen Petra Surabaya yang sudah menonton film tersebut dan menyukai bidang otomotif. Hasil penelitian menujukkan bahwa product placement memiliki pengaruh yang baik terhadap brand recall Volvo dan juga sikap konsumen serta dapat meningkatkan kesan nyata pada film “Twilight Saga: Breaking Dawn (part 2)”. Variabel product placement acceptance dan brand recall yang dominan pada merek Volvo memberikan dampak positif bagi sikap konsumen yang dilihat dari sisi preference dan intentions to purchase seperti yang dibahas di dalam penelitian ini.References
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