THE INFLUENCE OF KOPIKO PRODUCT PLACEMENT IN KOREAN DRAMA TOWARDS INDONESIAN KOREAN DRAMA VIEWERSâ PURCHASE INTENTION
During the pandemic of Covid-19, the number of Korean drama viewers in Indonesia has increased significantly. Korean dramas have a lot of scenes that show the use of product placement, one of them was done by Kopiko from PT Mayora Indah Tbk. Kopiko was declared as the first Indonesian brand that...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67749 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |