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All Journal Jurnal Manajemen
Haris Maupa
Doctoral Study Program of Management, Postgraduate Program, Universitas Tarumanagara, Jakarta, Indonesia
Economics, Econometrics & Finance

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Product Placement On Indonesian Rap Song Cokki; Sharon Nathania; Haris Maupa
Jurnal Manajemen Vol. 27 No. 1 (2023): February 2023
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v27i1.1097

Abstract

Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.
Co-Authors Cokki Sharon Nathania