Gina said some parts of the movie were also inspired by the filmmakers' real-life experiences.ĭirector and scriptwriter Yandy Laurens said Keluarga Cemara's original creator Arswendo Atmowiloto gave the filmmakers permission to chop and change his story. We say a lot of people are our 'bffs,' but what does that really mean? Is the family still as important to us now?' co-producer and one of the scriptwriters, Gina S.

'Some things have become very banal in this digital age. The digital world also became a source of rifts between the characters. She is now a typical bratty teenage girl from Jakarta who code-switches between English and Indonesian as she speaks – an 'anak Jaksel' ('South Jakarta kid') to use the popular pejorative term.Įuis is also constantly on her phone checking updates on social media and chatting with her friends. Novelty – Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement.Thankfully, the producers didn't just change the characters' wardrobes, but also the social panorama of the story.Įldest daughter Euis (played by idol group JKT48 member Adhisty Zara), for example, is no longer a modest, soft-spoken girl. Prominence does not seem to have any relationship with all dependent variables. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019.įindings – The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. The distribution of questionnaires was a non-probability with simple random sampling. Methodology – This type of research was a quantitative method using associative research approach and measured by regression method.

Objective – This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand. Product Placement, Modality, Celebrity Endorsement, Prominence Abstract

Download film keluarga cemara