Ecallypta, Saffa Aulia (2024) CONSUMERS’ PERCEPTION OF GLOBAL BRANDING: KOPIKO’S PRODUCT PLACEMENT IN KOREAN DRAMA. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

In recent years, the trends of product placement strategies through movies
and dramas have been widely used by companies to expand their international
market. many brands use Korean Drama as the outlet of promotion to target global
market. Korean Drama were chosen because Korea recently been very popular in
various circles, especially Gen Z, which the majority of teenagers nowadays, and
Korean Drama have always had a huge market potential globally. Kopiko itself is
a brand from Indonesia produced by PT. Mayora Indah, Tbk. The Director of Global
Marketing Mayora Indah Ricky Afrianto explained Kopiko''s candy product
promotion strategy to make Kopiko a global brand. However, the appearance of
Kopiko candy in the Korean drama Vincenzo for the for the first time became a
phenomenon and trending topic in national and international. This is because
Kopiko candy became the pioneer of Indonesian products appearing in Korean
dramas. whilst product placement in popular K-drama has positive potential for the
process of global branding, yet also is embedded with potential risk of
overcommercialization and lack of authencity. The purpose of this study is to
describe consumer’s perception of global branding using product placement
strategy in Korean Drama.
This study use qualitative research methods adopting a descriptive
qualitative method. qualitative research is a method of research that provides
descriptive data in the form of written or spoken words from individuals and the
observed behavior of phenomena. The study “Consumers’ Perception of Global
Branding: Kopiko’s Product Placement in Korean Drama” employed a descriptive
qualitative approach. This method involved capturing and explaining the consumers’
perceptions and experiences about what they thought of the Kopiko in Korean
drama. Consumers have an excellent understanding of the Kopiko brand and are
able to articulate the unique characteristics of Kopiko based on their personal
perceptions.
According to the results, the Kopiko strategy in K-drama resulted in a
substantial level of exposure. Additionally, the informant had a positive experience
with the Kopiko brand. The study identifies three distinct consumer perceptions of
brand product placement in K-drama. Firstly, there is the perception of Kopiko as
a global brand, which is shaped by brand recognition. Consumers are able to easily
identify the Kopiko brand. Secondly, there is the personal consumer experience,
where Kopiko is readily available in multiple countries. This makes it convenient
for consumers to find and purchase Kopiko products. Lastly, there is the aspect of
brand consistency, where Kopiko effectively communicates its message and
delivers on its promise of being easy to carry anywhere. The second aspect is the
perception of Kopiko as a Korean brand, which is reinforced by consumer perceptions of Kopiko''s uniqueness. Consumers believe that Kopiko''s appearance
in K-dramas strengthens their perception of it as a Korean brand. Additionally,
cultural sensitivity plays a role in this perception, as Korean culture is known for
its daily coffee consumption and adherence to the "ppali-ppali culture," which
emphasizes speed and efficiency. The final aspect to consider is the perception of
Kopiko as a non-Korean brand in relation to local brands. The factors that contribute
to this aspect are the acknowledgment of individuals who are already aware of
Kopiko''s origin, as well as the inconsistency of Kopiko in delivering what is
promised in K-drama. In K-drama, Kopiko claims to be made from real coffee
beans, but this aspect is not emphasized. Additionally, the packaging of Kopiko sets
it apart from typical Korean candy brands, further reinforcing the perception of it
as a non-Korean brand.
This study examines Kopiko''s global branding strategy in K-dramas,
revealing its success in improving brand recognition and consumer experience.
However, it highlights areas for improvement, such as maintaining brand
consistency and effectively conveying promised messaging. Kopiko should
emphasize its distinctive selling characteristics, such as genuine coffee beans, to
align with its brand identity and meet consumer expectations. The study also
highlights the importance of cultural sensitivity in global branding, with Kopiko''s
association with Korean culture influencing its perception. The global branding
theory from Martin Roll provides insights into how brand recognition, unique value,
consumer experiences, consistency, and cultural sensitivity influence consumer
perceptions.
Keywords: Kopiko, Global Brand Theory, Product Placement, K-drama,
Perception

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