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All Journal Jurnal Darma Agung Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
La Mani
Universitas Bina Nusantara
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INFLUENCE OF INDONESIAN PRODUCT PLACEMENT IN KOREAN DRAMA SERIES TO BUY INTEREST THROUGH BRAND FAMILIARITY AS A MEDIATOR Ribka Xena Sitorus; La Mani; Diyandra Oktiano; Yuanita Amalia
JURNAL DARMA AGUNG Vol 31 No 1 (2023): FEBRUARI
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Darma Agung (LPPM_UDA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46930/ojsuda.v31i1.3147

Abstract

Purpose: This study was to determine the effect of Kopiko product placement in Vincenzo's Korean drama on buying interest through Kopiko brand familiarity with Indonesian audiences. Research design, Data, and Methodology: This study uses quantitative shared in the chat group Open Chat Line Song Joong Ki. This study was conducted through a questionnaire using google form which was sent to 181 respondents who were members of the open chat Line group Song Joong Ki fans who were domiciled in DKI Jakarta. Results: The results of the study stated that there is a positive and significant influence between product placement and interest in buying through brand familiarity as a mediating variable. Conclusion: Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable.Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable. The presence of Kopiko in the Korean drama series can foster buying interest in these local candy products to Korean drama audiences in Indonesia. For marketers of Indonesian products, this research can be a reference for companies to start marketing their products indirectly through product placement strategies in Korean drama series. Product placement in Korean drama series is generally not done blatantly, this makes the advertised products do not interfere with the storyline of the drama series but still make an impression on the audience.
INCLUSIVE COMMUNICATION STRATEGIES IN EQUALITY CAMPAIGNS FOR THE DEAF COMMUNITY: A CASE STUDY OF THE SUNYI BERMAKNA COMMUNITY IN EAST KUTAI REGENCY, EAST KALIMANTAN, INDONESIA Handi Wijaya; La Mani
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i2.4498

Abstract

This study aims to analyze the inclusive communication strategies used by the Sunyi Bermakna (Meaningful Silence) community in campaigning for equality for the deaf in East Kutai. Using a qualitative case study approach, the research explores the practice of inclusive communication through in-depth interviews, observation, and document analysis. The findings show that Sunyi Bermakna utilizes sign language, visual media, social campaigns, and digital platforms to disseminate messages of equality. These strategies not only raise public awareness but also strengthen the position of the deaf community within an inclusive social environment. This study emphasizes the importance of inclusive communication in community public relations to foster understanding, reduce marginalization, and encourage social change.
Co-Authors Diyandra Oktiano Handi Wijaya Ribka Xena Sitorus Yuanita Amalia