Pengaruh Product Placement Dan Brand Awareness Kopiko Pada Drama Korea Vincenzo Terhadap Minat Beli Di Surabaya

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. 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 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. Simultaneous data analysis obtained F count which is greater than 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 determination value of 51.7% and the remaining 48. 3% is influenced by other variables not examined in this study.