ANALISIS PERBEDAAN RESPON SIKAP AUDIENCE ATAS STRATEGI PROMOSI PRODUCT PLACEMENT DALAM FILM HABIBIE & AINUN

Abstract

The  research  was  motivated  by  the  phenomenon  of  the  development  of  promotional

strategies in product placement in movies, which aims to analyze whether there is any difference in audience response toward product placement promotion strategies in Habibie & Ainun Movie with many different backgrounds.

The sample used in this study is the population living in the area of Semarang City and the age category, who have already watched Habibie & Ainun Movie, 17-20 years old, 21-24 years

old, and above 25 years old. The sampling method which used in this study is quota sampling and the method for collecting data is questionnaire that distributed to 90 respondents. Processing of the

data is using descriptive analysis, the reliability test, validity, and one way ANOVA.

The results of the analysis and discussion in this study state that, (1) there is no difference in audience response between male and female respondents, (2) there is differences in audience

response on the attention factors with the age category 17-20 years to 21-24 years, (3) there is no difference in audience response among respondents who chose one of the group of movie viewers

frequency, (4) there is no difference in audience response among respondents who chose one of the types of the most popular movie genres to be watched