Pengaruh Product placement Kopiko dalam Drama Korea terhadap Minat Beli pada Gen Z di Kota Bogor

Abstract

Fenomena Korean Wave telah membuka peluang baru bagi penerapan product placement sebagai strategi pemasaran yang efektif. Penelitian ini menganalisis pengaruh product placement permen Kopiko dalam drama Korea terhadap minat beli Gen Z di Kota Bogor. Peneliti menggunakan metode kuantitatif dengan teknik convenience sampling terhadap 100 responden Gen Z berusia 13–28 tahun yang pernah menonton drama Korea. Peneliti menganalisis data menggunakan SEM-PLS melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa execution factors dan individual-difference factors berpengaruh positif signifikan terhadap minat beli penonton. Penelitian ini menemukan bahwa integrasi produk secara natural dalam alur cerita dan penempatan visual pada posisi eye level memperkuat keterikatan emosional penonton dengan produk. Peneliti merekomendasikan agar perusahaan mengoptimalkan strategi product placement melalui integrasi alur cerita yang relevan dan promosi terintegrasi lintas platform media digital.

The Korean Wave phenomenon has opened up new opportunities for the application of product placement as an effective marketing strategy. This study analyzes the influence of Kopiko candy product placement in Korean dramas on Gen Z purchasing interest in Bogor City. The researchers used a quantitative method with convenience sampling techniques on 100 Gen Z respondents aged 13–28 years who had watched Korean dramas. The researcher analyzed the data using SEM-PLS through the SmartPLS 4 software. The results of the study indicate that execution factors and individual-difference factors have a significant positive influence on viewers' purchasing interest. This study found that natural product integration into the storyline and visual placement at eye level strengthen viewers' emotional connection with the product. The researcher recommends that companies optimize their product placement strategies through relevant storyline integration and cross-platform digital media promotions.