Date: 06-12-2019 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH PRODUCT PLACEMENT DALAM FILM JAMES BOND SKYFALL TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS

Detail
Author William Angga
Category Manajemen Pemasaran

Abstract

This research objective to analyze the direct effect of product placement in the film James Bond - Skyfall on purchasing decisions. The second objective of this study to determine the effect of product placement in the film James Bond - Skyfall on purchasing decisions through brand awareness. This research is a quantitative research with a sample of 200 respondents. This study uses path analysis test to determine the direct effect of product placement in the James Bond - Skyfall on purchasing decisions and to determine the effect of product placement in the James Bond - Skyfall on purchasing decisions through brand awareness. These results indicate there is a direct effect of product placement in the film James Bond - Skyfall on purchasing decisions. In addition to the direct effect of product placement in the James Bond - Skyfall on purchasing decisions, the results of a second research found that there are direct effect of product placement in the James Bond - Skyfall on purchasing decisions through brand awareness that can be seen from the effect of product placement on brand awareness and also the effect of brand awareness to the purchasing decision.