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All Journal Communicare : Journal of Communication Studies
Alexandra Bella Ivena
Universitas Katolik Indonesia Atma Jaya
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences Other

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Kopiko Product Placement in Korean Drama on Brand Awareness Alexandra Bella Ivena; El Chris Natalia
Communicare : Journal of Communication Studies Vol. 10 No. 1 (2023): Communicare: Journal of Communication Studies
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian kepada Masyarakat (LP3M) Institut Bisnis dan Komunikasi LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/101010120233

Abstract

Kopiko, one of the products of PT Mayora Indah Tbk appears as a product placement in the Korean drama "Hometown Cha-Cha-Cha". Kopiko is a coffee candy from Indonesia with the benefit of relieving drowsiness.  This research aims to determine the effect of Kopiko's product placement in the Korean drama "Hometown Cha-Cha-Cha" on the brand awareness of South Korean people who live in South Korea. The theory used in this research is Marketing Communication, Product Placement, and Brand Awareness. This research uses quantitative methods with visual dimension or screen placement, and plot connections for product placement variables. In addition, the dimensions of the top of mind, brand recall, brand recognition, and unaware of the brand for brand awareness variables. Data collection was carried out by distributing questionnaires online to 96 respondents. The sample selection used purposive sampling with the criteria of South Korean citizens living in South Korea and having watched the Korean drama “Hometown Cha-Cha-Cha”. The result of this research shows that there is a significant effect between Kopiko's product placement on the brand awareness of South Korean people.
Co-Authors El Chris Natalia