Funny moments of friendship lead to medicine brand recall recommendation (Evidence in indonesian humor)

This research aims to understand how funny moment in social interaction friendship able to explore memory toward brand a product is in the moment. The research method used is a qualitative approach, namely SIT method (Sequential Incident Technique). The findings of this study explain that friendship, storytelling are proven antecedents and have been discussed by previous researchers. However, there are findings of new antecedents, namely memory light, feeling on story, feeling on product or brand and business consequences. funny moments are part of feeling on the story but have something to do with memory light and purchasing decisions. Originality offered in this research is use of any object’s memory in individual psychology relation and connection to branding a product has rarely examined. In drug use, Indonesian people tend to provide recommendations based on funny storytelling.