Effectiveness of Product Placement on Brand Image and Brand attitude: A Study Case of Kapal Api in Indonesia’s Talk Show Mata Najwa

Banuadi, Brahmanto Prabowo and Abadi, Fiter (2021) Effectiveness of Product Placement on Brand Image and Brand attitude: A Study Case of Kapal Api in Indonesia’s Talk Show Mata Najwa. Bachelor thesis, Swiss German University.

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Abstract

Product placement is an alternative marketing communication aiming to remind, inform, and pursue consumers regarding the product. Kapal Api is the biggest instant coffee company which identical to an image of coffee for elderly. Based on the statement from Managing Director of Kapal Api, they have a strategy to expand their market to the younger generation and placing their product into Indonesia TV talkshow “Mata Najwa” might be one of their strategy to achieve their goals. The purpose of this research is to analyze the significance of product placement on brand image and brand attitude. This research uses a quantitative method and a close-ended questionnaire was used to gather data. This research obtained 146 respondents living in JABODETABEK region between the ages of 20 and 40 years and those respondents have watched Mata Najwa for more than two times. The results indicate that product placement have a significant effect on brand image and brand attitude. For this purpose, it is recommended that Kapal Api continues to enforce product placement and broaden the media.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Brand Attitude, Brand Image, Kapal Api, Mata Najwa, Product Placement
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 29 Dec 2021 15:51
Last Modified: 29 Dec 2021 15:51
URI: http://repository.sgu.ac.id/id/eprint/2251

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