Kopiko Product Placement in Korean Drama on Brand Awareness

Authors

  • Alexandra Bella Ivena Universitas Katolik Indonesia Atma Jaya
  • El Chris Natalia Universitas Katolik Indonesia Atma Jaya

DOI:

https://doi.org/10.37535/101010120233

Keywords:

brand awareness, Korean drama, marketing communication, product placement

Abstract

Kopiko, one of the products of PT Mayora Indah Tbk appears as a product placement in the Korean drama "Hometown Cha-Cha-Cha". Kopiko is a coffee candy from Indonesia with the benefit of relieving drowsiness.  This research aims to determine the effect of Kopiko's product placement in the Korean drama "Hometown Cha-Cha-Cha" on the brand awareness of South Korean people who live in South Korea. The theory used in this research is Marketing Communication, Product Placement, and Brand Awareness. This research uses quantitative methods with visual dimension or screen placement, and plot connections for product placement variables. In addition, the dimensions of the top of mind, brand recall, brand recognition, and unaware of the brand for brand awareness variables. Data collection was carried out by distributing questionnaires online to 96 respondents. The sample selection used purposive sampling with the criteria of South Korean citizens living in South Korea and having watched the Korean drama “Hometown Cha-Cha-Cha”. The result of this research shows that there is a significant effect between Kopiko's product placement on the brand awareness of South Korean people.

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Published

2023-08-15

How to Cite

Ivena, A. B., & Natalia, E. C. (2023). Kopiko Product Placement in Korean Drama on Brand Awareness . Communicare : Journal of Communication Studies, 10(1), 22–41. https://doi.org/10.37535/101010120233

Issue

Vol. 10 No. 1 (2023): Communicare: Journal of Communication Studies

Section

Articles

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Copyright (c) 2023 Alexandra Bella Ivena, El Chris Natalia

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