Pengaruh product placement terhadap brand awareness Wardah melalui film “1 Kakak 7 Ponakan” kepada kalangan remaja Gen Z Jakarta

Valencia, Vania (2025) Pengaruh product placement terhadap brand awareness Wardah melalui film “1 Kakak 7 Ponakan” kepada kalangan remaja Gen Z Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh product placement terhadap brand awareness Wardah melalui film "1 Kakak 7 Ponakan" kepada kalangan remaja Gen Z di Jakarta. Penelitian ini menggunakan metode kuantitatif non-probability sampling dan menguji hubungan antar variabel menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa product placement dalam film tersebut berpengaruh signifikan terhadap brand awareness Wardah pada kalangan remaja Gen Z Jakarta. / This study aims to examine the effect of product placement on Wardah’s brand awareness through the film "1 Kakak 7 Ponakan" among Gen Z teenagers in Jakarta. This research uses a quantitative method with non-probability sampling and analyzes the relationships between variables using SmartPLS. The results indicate that product placement in the film has a significant influence on Wardah’s brand awareness among Gen Z teenagers in Jakarta.

Item Type:	Thesis (Bachelor)
Creators:	Creators NIM Email ORCID Valencia, Vania NIM01045190055 vaniavalencia888@gmail.com UNSPECIFIED
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Naha, Rambu NIDN03190299202 rambu.naha@uph.edu
Uncontrolled Keywords:	product placement; brand awareness; minat beli; purchase intention; mere exposure effect; elaboration likelihood model.
Subjects:	H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions:	University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program)
Depositing User:	Vania Valencia
Date Deposited:	10 Jul 2025 09:21
Last Modified:	10 Jul 2025 09:21
URI:	http://repository.uph.edu/id/eprint/69528

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