PRODUCT PLACEMENT STRATEGY ANALYSIS OF PT. MAYORA INDAH'S KOPIKO CANDY IN THE KOREAN DRAMA "DOCTOR SLUMP"

Abstract

Indonesia is one of the largest producers of coffee beans in the world after Brazil, Vietnam and Colombia. Indonesia's coffee plantation area reaches 1.24 hectares, 933 hectares of robusta plantation and 307 hectares of arabica plantation. This is what makes coffee closely related to the lives of Indonesian people. The purpose of this research isto find out how Kopiko candy product placement strategy affects consumer buying interest after successfully entering the South Korean market through Korean dramas, especially the Korean drama "Doctor Slump". The product placement strategy, especially the Implicit Product Placement of PT Mayora Indah, succeeded in attracting buyers' interest until many people began to realize the presence of Kopiko candy. Not only South Koreans, but all Korean drama lovers from various countries began to be interested in the presence of Kopiko candy and made Kopiko as the coffee candy of choice to be consumed when tired. The conclusion of this research is that the integration of product placement in the Korean drama "Doctor Slump" related to Kopiko candy by PT Mayora Indah has succeeded in increasing brand awareness and consumer preference in buying the product. In this way, effective product placement in Korean dramas, namely Implicit Product Placement, has the potential to become a PPL marketing strategy that is able to reach and influence target consumers.