The Impact of Product Placement in The Vincenzo Series on Kopiko’s Purchase Intention with Brand Recall as A Mediator

Abstract

The Hallyu wave, representing Korean popular culture spanning music, movies, television, fashion, and cuisine, has swept across the global landscape, attracting brands to take part. One of the most popular platforms is Korean dramas, where brands can utilize product placement as advertising tool. Seeing this opportunity, an Indonesian coffee brand, Kopiko, advertised its product in the form of product placement in Vincenzo, one of the most popular series on Netflix. It is interesting to see how Kopiko used global platform to elevate its brand and how effective the product placement can be. Therefore, researchers would like to know the impact of product placement elements (plot integration and visual stimuli) on purchase intention mediated by brand recall. The study was conducted for Vincenzo’s audiences, and data for analysis was gathered by distributing questionnaires through social media platforms and proceeded with the Partial Least Squares-based Structural Equation Modeling (PLS-SEM) method, which was used to assess 356 out of 374 respondents who met the eligibility requirements to give answers for this research. The result showed that plot integration significantly influenced purchase intention, and visual stimuli greatly affected brand recall. The brand recall failed to mediate visual stimuli and plot integration to purchase intention.  

Keywords: Product placement, Visual stimuli, Plot integration, Brand recall, Purchase intention, Kopiko, Vincenzo, Mediation.