Tingkat Recall Product Placement pada Film dalam Long Term Memory Penonton Serta Faktor Penyebabnya Secara Kualitatif

• Main Authors: , I Gde Yudhi Hendrawan, , Drs. Slamet Santoso Sarwono, M.B.A., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/118284/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58228
• Institution: Universitas Gadjah Mada

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.