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

DOI

10.2991/978-94-6463-234-7_54How to use a DOI?

Keywords

Korean Drama; Online Survey; PLS-SEM; Product Placement; 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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jeaqualine Imanuella Esaf Leo
AU  - Fitri Aprilianty
AU  - Nurrani Kusumawati
PY  - 2023
DA  - 2023/09/29
TI  - The Influences of Kopiko’s Product Placement in Korean Drama Towards Indonesian Korean Drama Viewers Purchase Intention
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 529
EP  - 541
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_54
DO  - 10.2991/978-94-6463-234-7_54
ID  - Leo2023
ER  -