ASSESSING THE CORRELATION BETWEEN PERCEIVED COMMUNICATION AND BRAND ATTITUDE OF BEAUTY PRODUCT PLACEMENT IN KOREAN DRAMA

• Main Author: Laurentina, Yulita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77365
• Institution: Institut Teknologi Bandung

The emergence and popularity of Korean dramas in the global entertainment industry lead to new opportunities for businesses, such as those in the beauty industry, to promote their products or services internationally. Korean dramas have significantly gained international demand. The diverse innovation includes drama genres, entertainment platforms, and takeaways that arise continuously. Indonesia has been included as a country that follows the Korean entertainment industry. Indonesians have shown a strong affinity and intention to watch Korean dramas. In a competitive market where companies have hundreds of marketing strategy options, Korean dramas have come up with innovative strategies to get brands’ and consumers' attention. As one of the marketing strategies, product placement is often incorporated into Korean dramas. This strategy comprises a deal between the collaboration of Korean drama agencies and related companies by placing its product throughout related scenes. The exclusive duration in the product placement is characterized as soft selling. Various industries are willing to implement this product placement marketing strategy. Global beauty brands have shown an interest in applying this strategy for their company purpose, for example, Laneige, Lancome, Sulwhasoo, Etude House, Innisfree, Cologram, and many others. Beauty products are usually seen as the actor’s daily necessity or secondary property. Usually, beauty products are placed in makeup-routine scenes, beauty stores’ backgrounds, and other similar scenes. This research investigates how product placement on beauty products’ perceived communication correlates with brand attitude. The result gained from this research aims to contribute to being a decision-making tool for determining product placement implementation in Indonesia. In the past years, several Indonesian beauty brands collaborated with Korean actresses and actors (Kumara, 2022). The marketing strategies were for them to become brand ambassadors or do product collaborations. The popularity of those marketing strategies generates competitiveness between brands to collaborate with Korean actresses and actors. This research was raised as a marketing strategy consideration that product placement might be implemented by Indonesian brands in the near future. The data were applied using quantitative method research. This study included a Google Forms questionnaire which was shared with my internal relations, Instagram story, and Twitter educational accounts. The questionnaire was filled out by 179 respondents who were domiciles in Indonesia. The respondents were Indonesian and had watched any entertainment medium. They were asked about their personal excitement, viewpoint, and perspective of beauty brands or products seen in Korean dramas they watched. The data were calculated using the SPSS analysis of correlation analysis to complete the objective of this research. The result of this research revealed that perceived communication and brand attitudes aspects through product placement marketing strategy in Korean dramas are correlated with each other. The result demonstrates a moderate positive correlation between perceived communication and brand attitude toward Indonesian audiences. How beauty products are portrayed through Korean dramas impacts how audiences produce recognition, popularity, and attractive aspects of related products. In conclusion, the portrayal of beauty products in Korean dramas fosters Indonesian audiences to recognize a beauty product's existence and might change their viewpoint in terms of popularity and interest. This research contributes to knowledge about beauty brands who want to advertise using this marketing strategy that how the product is delivered in the medium associated with brand attitude outcomes. This research provides recommendations for beauty brands interested in implementing their beauty products in Korean dramas, especially Indonesian beauty brands. Brands should be aware of and explore their implementation purpose and financial budgeting. The expenditure needed for this marketing strategy is indicated as high. If a company has decided to place their product, analyze long-term knowledge of the Korean drama features and other aspects defining how it will be portrayed in the medium.