The Influences of Kopiko’s Product Placement in Korean Drama Towards Indonesian Korean Drama Viewers Purchase Intention

Abstract

The number of Indonesians watching Korean dramas has drastically increased since the Covid-19 pandemic. Many sequences in Korean dramas display the involvement of commercial advertising, and one of them was carried out by Kopiko, which was hailed as the first Indonesian company to do so. The limited attraction of explanation, lack of assurance that it will raise audience awareness, and other negatives are associated with product placement, which is thought to be beneficial in reducing zipping and zapping behavior. The aim of this study is to investigate how product placement affects viewers' inclination to buy Kopiko, which is featured in Korean dramas. The data was gathered using the survey method by an online questionnaire distributed to 320 Indonesian Korean drama viewers, then analyzed using PLS-SEM to determine the correlation between variables. According to the findings of this study, Favorable Leading Characters and Brand Familiarity significantly influence Brand Awareness that leads to a positive Brand Image. The overall Brand Image significantly influences Consumers' Attitudes and finally influences consumers' Purchase Intention. To summarize, Kopiko requires follow-up strategies to increase audience awareness of the drama which will lead to a higher purchase intention. The study's findings will aid brand marketers, especially Indonesian brands in establishing an in-depth understanding of how product placement can enhance audience Purchase Intention.