THE INFLUENCE OF KOPIKO PRODUCT PLACEMENT IN KOREAN DRAMA TOWARDS INDONESIAN KOREAN DRAMA VIEWERS’ PURCHASE INTENTION

• Main Author: Imanuella E L, Jeaqualine
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67749
• Institution: Institut Teknologi Bandung

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 appeared in Korean drama “Vincenzo”, “Mine”, and “Hometown Cha Cha Cha” with the use of product placement. Product placement that is considered effective in increasing audience purchase intention and overcoming zipping/zapping behavior also has drawbacks, limited appeal of explanation, no guarantee that it can increase audience awareness of the product, lack of control that might lead to a negative context. As a result, the goal of this study is to examine how product placement influences audiences' purchase intention on “Kopiko” that are shown in Korean dramas product placement. The data was gathered using a quantitative approach and survey method by an online questionnaire distributed to 320 Indonesian Korean drama viewers, then analyzed using Partial Least Squares - Structural Equation Modeling to determine the correlation between variables. The variables consist of Product Placement Characteristics (Placement Prominence, Plot Connection, Favorable Leading Characters, and Brand Familiarity), Brand Awareness, Brand Image, Consumers’ Attitude Toward Placed Brand, and Purchase Intention. According to the findings of this study, Favorable Leading Characters and Brand Familiarity significantly influence Brand Awareness that leads to a positive Brand Image. The overall Brand Image significantly influences Consumers' Attitude that finally influences consumer’s Purchase Intention. In addition, Favorable Leading Characters and Brand Awareness also found to have a significant influence on Consumers Attitude, Brand Familiarity on Brand Image and also Brand Awareness on Purchase Intention. To summarize, Kopiko requires follow up strategies to increase audience awareness of Kopiko products in the drama that will lead to a higher purchase intention, since the existence of Korea’s broadcasting act that does not allow product placement scenes to directly influence audience’s Purchase Intention. The study's findings will aid brand marketers, especially Indonesian brands in establishing in-depth understandings of how product placement can enhance audience Purchase Intention by increasing Brand Awareness, Brand Image, and Consumer Attitude. This information can then be used by the advertising sector to develop strategy of product placement to boost purchase intention. Keywords: Korean Drama, Product Placement, Purchase Intention, PLS-SEM, Online Survey