Pengaruh Product Placement terhadap Brand recall Kopiko Pada Konsumen Milenial Penonton Drama Korea

Abstract

This study analyzes the effectiveness of Kopiko’s Product Placement in Korean dramas compared to other brands such as Samsung, Pepsi, and Subway. The analysis focuses on three dramas: Vincenzo, Taxi Driver season 2, and Hometown Cha-Cha-Cha. The study examines frequency of appearance, involvement of main characters, and narrative context in influencing Brand recall. Results show that despite fewer appearances, Kopiko maintains strong Brand recall due to strategic placement and character interaction. These findings suggest that Product Placement effectiveness is determined not only by frequency, but also by the quality of narrative integration.