Pengaruh Product Placement dan Brand Awareness Kopiko pada Drama Korea Vincenzo terhadap Minat Beli di Surabaya (The Effect of Kopiko's Product Placement and Brand Awareness on Vincenzo's Korean Drama on Buying Interest in Surabaya)

Faragita, Septiaulia Frisca (2022) Pengaruh Product Placement dan Brand Awareness Kopiko pada Drama Korea Vincenzo terhadap Minat Beli di Surabaya (The Effect of Kopiko's Product Placement and Brand Awareness on Vincenzo's Korean Drama on Buying Interest in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The presence of Korean dramas managed to steal the attention of the Indonesian people. Seeing the enthusiasm of the public in watching Korean dramas, PT. Mayora Indah, Tbk utilizes a marketing strategy, namely product placement, to build brand awareness on one of its products, namely Kopiko candy in the Korean drama Vincenzo in the face of increasingly fierce competition in order to attract consumer buying interest. Product placement is a form of advertising that has the same roles and benefits as other forms of advertising. It's just that the difference is in terms of the delivery process to the public. Product placement serves to increase consumer awareness of the brand, so it is closely related to the formation of brand awareness in the minds of consumers. This study focuses on knowing how much influence Kopiko's product placement and brand awareness on the Korean drama Vincenzo have on buying interest in Surabaya. This type of research is causal associative which aims to determine the relationship between two or more variables . Causal relationship is a causal relationship, using a quantitative approach. This study uses a sampling method, namely non-probability sampling with a sample of 96 respondents. The population in this study is the audience of the Korean drama Vincenzo in Surabaya using data collection techniques, namely questionnaires through the google form media and data analysis techniques using SPSS version 20 software. smaller than 0.05. And based on simultaneous data analysis, the calculated F is greater than the F table with a probability value less than 0.05. So it can be concluded that product placement and brand awareness have a significant effect on buying interest in Surabaya with a value of determination. by 51.7% and the remaining 48.3% is influenced by other variables not examined in this study and based on the research hypothesis, ha is accepted and ho is rejected. Keywords: product placement, brand awareness, and buying interest.

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