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ANALISIS SIKAP AUDIENCE TERHADAP PRODUCT PLACEMENT PADA FILM “Ada Apa Dengan Cinta 2” (Studi pada mahasiswa di Kota Malang)

Chafidz, Muchammad Abdul (2018) ANALISIS SIKAP AUDIENCE TERHADAP PRODUCT PLACEMENT PADA FILM “Ada Apa Dengan Cinta 2” (Studi pada mahasiswa di Kota Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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PENDAHULUAN.pdf

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BAB I.pdf

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BAB II.pdf

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Abstract

The purpose of this study is to know: (1) Audience attitude towards product placement on film ”Ada Apa dengan Cinta 2” (AADC2) which uses four dimensions : attention, acceptance, reference, ethics and regulation (2) The effect of watching frequency and comfort of the audience to the attitude towards product placement on this film. This type of research used in this research is the empirical research (empirical research). Data analysis technique is using descriptive method and MANCOVA. Based on the results of research and discussion that done so it can be concluded as follows: (1) Audience attitude towards product placement that they see in this movie is mostly neutral, it is based on high attention, neutral acceptance, neutral reference, and neutral regulatory ethics (2) The frequency of watching and the convenience of watching can affect the attitude of the audience on product placement. The higher the frequency of watching, then the attitude shown by the audience will be more positive. The higher the comfort of watching is met, the audience's perception of the product placement will be more positive.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310160311055
Keywords: Audience Attitude, Frequency, Comfort, Product Placement, Film
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 17 Nov 2018 06:53
Last Modified: 17 Nov 2018 06:53
URI : http://eprints.umm.ac.id/id/eprint/40282

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