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All Journal SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Danadyaksa: Post Modern Economy Journal
Khairina Tambunan
Universitas Islam Negeri Sumatera Utara, Medan, Indonesia
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The influence of coffee candy product placement in Korean dramas on brand image and brand awareness among netflix users Dwi Rani Rahayu; Khairina Tambunan; Nurbaiti Nurbaiti
SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Vol. 8 No. 1 (2026)
Publisher : LPMP Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/serambi.v8i1.1725

Abstract

Coffee candy’s product placement in Korean dramas is used as a strategy to strengthen brand image and increase brand awareness among Netflix users. Coffee candy, as a local Indonesian brand, leverages the popularity of Korean dramas to reach the global market through strategic product placement. A quantitative approach was used, with a survey of 101 Netflix user respondents in Medan who had watched Korean dramas featuring coffee candy. The sampling technique was purposive, and the data were analyzed using simple linear regression. The results showed that Coffee candy’s product placement had a significant effect on brand image (R2 = 0,774) and brand awareness (R2 = 0,858). Public interest statements These findings confirm that product integration in entertainment content can effectively strengthen brand perception and understanding, as well as encourage purchasing interest among young consumers. This strategy has proven relevant in modern marketing communications, especially in the digital era, which is characterized by cross-border content.
The Role of Insurance Agents in Building Public Trust in Sharia Education Insurance at Bank BSI Medan City in the Digital Era Ahmad Ibnu Harahap; Waizul Qarni; Khairina Tambunan
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.644

Abstract

This study aims to determine the role of insurance agents in building public trust in Islamic education insurance in the digital era, to analyze the strategies used by insurance agents to increase the trust of prospective customers in Islamic education insurance products and analyze the challenges faced by insurance agents in reaching the public and building trust through digital media. This study is a qualitative study with a SWOT approach to identify weaknesses, strengths, opportunities and threats. The results of the study indicate that the role of insurance agents in building public trust in Islamic education insurance in the digital era includes insurance agents as credible information liaisons, agent integrity and professionalism as determinants of trust, the use of digital technology to reach and educate customers and an emphasis on Islamic principles as the main selling point. The strategies used by insurance agents to increase the trust of prospective customers in Islamic education insurance products are a personal approach as an initial strategy to build trust, identification of customer needs as the basis for product offerings, ongoing communication to maintain and strengthen trust, the role of agents as trusted advisors and trust as the key to success. The challenges faced by insurance agents in reaching the public and building trust through digital media are high competition for information in digital media, public doubts about online transactions, low financial literacy and product understanding, limited reach due to social media algorithms, as well as negative stigma and the risk of fraud.
Co-Authors Ahmad Ibnu Harahap Dwi Rani Rahayu Nurbaiti Nurbaiti Waizul Qarni