Fernaldi, Miguel Marco (2019) THE EFFECT OF PEER COMMUNICATION AND MASS MEDIA TOWARD ATTITUDE AND BEHAVIOR OF ASUS ZENFONE PRODUCT PLACEMENT IN SWEET TALK MUSIC VIDEO. S1 thesis, UAJY.
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Text (Miguel Marco Fernaldi)
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Abstract
Product placement is one of the marketing tools that is currently popular and being used widely in any sort of mass media, music video is one of them. The main purpose of this research is to analyze whether peer communication and mass media positively affect attitude and behavior for Asus Zenfone product placement in Sweet Talk music video. This research is using online questionnaire that is distributed to 120 respondents. This research is using multiple regression as the analysis tool. The result shows that peer communication and mass media positively affect attitude and behavior for Asus Zenfone product placement in Sweet Talk music video. It is better for future research to add more demographic variables and use a more subtle product placement. The result of this research can help Asus and any other companies who wish to invest in product placement advertising.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | The result of this research can help Asus and any other companies who wish to invest in product placement advertising. |
| Subjects: | Business Management > International Human Resource Management |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Lia natanaelia utami |
| Date Deposited: | 16 May 2019 01:51 |
| Last Modified: | 16 May 2019 01:51 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/18665 |
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