PRODUCT PLACEMENT ON KOREAN DRAMA AS AN EFFECTIVE TOOL FOR BRAND POSITIONING (CASE STUDY: LANEIGE)

Dwi Atmi Perwitasari, Eristia Lidia Paramita
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Abstract

Kemunculan Drama Korea di berbagai Negara, salah satunya Indonesia menjadi faktor meningkatnya popularitas global dan permintaan kosmetik Korea. Melalui penempatan produk dalam Drama Korea Descendants of the Sun, Laneige sebagai perusahaan kosmetik bergengsi di Korea berhasil menarik perhatian pelanggan dan menaikkan penjualan produknya. Berdasarkan fenomena tersebut, penelitian ini dilakukan untuk mengetahui efektifitas penempatan produk dalam Drama Korea bagi penempatan posisi merek Laneige di Indonesia khususnya pada area Jakarta dan Tangerang dan selanjutnya berkontribusi untuk mengidentifikasi perspektif pelanggan Indonesia tentang penempatan produk sebagai faktor kunci keberhasilan dalam hal meningkatnya keinginan pelanggan untuk membeli produk Laneige di negara ini. Data dalam penelitian ini diperoleh dengan cara membagikan kuesioner terbuka untuk memberikan kesempatan pada responden dalam memberikan pendapat diikuti dengan wawancara untuk menggali informasi secara lebih dalam. Metode yang dilakukan dalam penelitian adalah fenomenologi kualitatif dengan menggunakan teknik pengambilan sampel purposif. Sampel yang digunakan berjumlah empat informan kunci. Dalam proses analisis data, penelitian ini menggunakan metode triangulasi dan konten analisis yang kemudian membentuk proposisi dan model penelitian. Hasil dalam penelitian ini menunjukan efektifitas penempatan produk terhadap penempatan posisi merek dipengaruhi faktor kemasan produk, fungsi produk, kualitas produk, citra merek, konsep produk, kesadaran pelanggan, dan pengulangan merek. Selain itu, ditemukan faktor yang menyebabkan penempatan produk mempengaruhi keinginan pelanggan untuk membeli produk yaitu duta besar merek, kemasan produk, fungsi produk, kualitas produk dan kemunculan merek. 

 

The emergence of Korean Drama in various countries, one of it is Indonesia becomes a factor in increasing global popularity and demand of Korean’s cosmetics. Through product placement in the Korean Drama Descendants of the Sun, Laneige as a prestigious cosmetics company in Korea managed to attract customers’ attention and increase sales of its products. Based on this phenomenon, this study was conducted to determine the effectiveness of product placement in Korean Drama for brand positioning of Laneige in Indonesia, especially in the Jakarta and Tangerang areas and subsequently contribute to identifying the perspective of Indonesian customers about product placement as a key success factor in terms of increasing customers’ willingness to buy Laneige’s products in this country. The data in this study obtained with distributing open questionnaires to give respondents the opportunity to provide opinions followed by interviews to dig deeper information. The method used in this research is qualitative phenomenology by using a purposive sampling technique. The sample used consisted of four key informants. In the process of data analysis, this study used triangulation method and content analysis which subsequently forms a research propositions and models. The results in this study indicate the effectiveness of product placement on brand positioning is influenced by product packaging, product function, product quality, brand image, product concepts, customer awareness, and brand repetition. In addition, this study found factors that cause product placement affect the customer's willingness to buy products which are brand ambassador, product packaging, product functions, product quality and brand appearance.

Keywords

Product Placement; Brand Positioning; Brand; Cosmetics; Penempatan Produk; Penempatan Posisi Merek; Merek; Kosmetik

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