The Effectiveness of Gojek’s Product Placement in Keluarga Cemara Movie towards Purchase Intention

Objective – This study explores the influence of product placement towards purchase intention while assessing effectiveness ad determined by aspects prominence, celebrity endorsement, modality, attitude movie and brand.Methodology type research was a quantitative method using associative approach measured regression method. The distribution questionnaires non-probability with simple random sampling. survey conducted to 184 respondents in Jakarta, Indonesia, May 2019.Findings found that modality does have direct significant effect on movie, brand, intention. We also find endorsement has an impact brand intention, not movie. Prominence seem any relationship all dependent variables.Novelty Although investigated product/brand placement, we extend literature investigating endorsement.