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All Journal Jurnal Wacana Ekonomi AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Ihsan, Mochamad Chairul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Effectiveness of Kopiko Candy Product Placement Strategy in Korean Drama Doctor Slump: The Role of Product Involvement, Placement Prominence and Celebrity Endorsement Syarifudin, Sailina Karimah; Rafiah, Kurnia Khafidhatur Rafiah Khafidhatur; Ihsan, Mochamad Chairul
Jurnal Wacana Ekonomi Vol 23 No 3 (2024): Jurnal Wacana Ekonomi
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jwe.v23i3.41544

Abstract

The product placement strategy is increasingly favored in global marketing, especially through Korean drama streaming services, which are typically produced in series format. Kopiko candy leverages the popularity of Korean dramas by employing product placement in the Korean drama Doctor Slump. This study aims to examine the influence of product involvement, placement prominence, and celebrity endorsement on brand memory and brand attitude. The research involved 157 respondents who are fans of Korean dramas residing in Indonesia, aged 18 and above, who have watched the Doctor Slump series from episodes 1-16 and are aware of the presence of Kopiko candy in the scenes of the drama. The results of this study indicate a positive and significant relationship between the variables of product involvement, placement prominence, and celebrity endorsement on brand memory. Additionally, product involvement and celebrity endorsement also have a positive and significant effect on brand attitude.
Analisis Peran Interactivity, Informativeness dan Trendiness pada Akun Instagram Merek 'Somethinc' terhadap Customer Brand Engagement dan Brand Loyalty Putri, Shafira Maritza; Ihsan, Mochamad Chairul
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 5 No. 1 (2025): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v5i1.1104

Abstract

Social media such as Instagram is increasingly popular as a marketing platform, including in the cosmetics industry. Somethinc is one of the local cosmetic brands that utilize Instagram as a marketing platform with content that is interactive, informative, and taps into current trends. This quantitative research aims to determine the influence of the role of interactivity, informativeness, and trendiness of social media marketing activities that has been done by ‘Somethinc’ brand on customer brand engagement and brand loyalty. In addition, this study also explores the role of customer brand engagement as a mediator in the relationship between interactivity, informativeness, and trendiness to brand loyalty. Data was collected through online questionnaires distribution with a total 167 respondents. All respondents are active Instagram users who followed @somethincofficial Instagram account and have purchased ‘Somethinc’ brand products in the last 3 months. The data that has been collected is analyzed using SEM-PLS method. The results of this study shows that there is a positive relationship from the role of interactivity, informativeness, and trendiness to customer brand engagement. Furthermore, customer brand engagement also has a positive relationship with the formation of brand loyalty. It can also be seen that customer brand engagement mediates the positive relationship between interactivity, informativeness, and trendiness with brand loyalty.
Co-Authors Putri, Shafira Maritza Rafiah, Kurnia Khafidhatur Rafiah Khafidhatur Syarifudin, Sailina Karimah