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All Journal Interaksi : Jurnal Ilmu Komunikasi KACANEGARA Jurnal Pengabdian pada Masyarakat Cakrawala Jurnal Penelitian Sosial Jurnal Komunikasi Pendidikan JISOS: Jurnal ilmu sosial Magistrorum et Scholarium: Jurnal Pengabdian Masyarakat Advances In Social Humanities Research
Pratiwi Cristin Harnita
Universitas Kristen Satya Wacana
Agriculture, Biological Sciences & Forestry Humanities Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : JISOS: Jurnal ilmu sosial

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PENGARUH PRODUCT PLACEMENT REBORN RICH DAN KEMASAN TERHADAP BRAND IMAGE SCARLETT WHITENING Angelica Ordelia; Pratiwi Cristin Harnita; Rendy Hermanto Abraham
JISOS: JURNAL ILMU SOSIAL Vol. 2 No. 5: Juni 2023
Publisher : Bajang Institute

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Abstract

Watching a film by streaming has become a new digital habit for the Indonesian people. Just like films from Indonesia, films from South Korea are also never separated from the presence of advertisements. One kind of advertising strategy that is currently used by marketers is called product placement. The purpose of this study is to determine the effect of product placement and packaging on Scarlett Whitening’s brand image in the Korean Drama Reborn Rich. This research method is a quantitative approach explanatory study, data was collected by distributing questionnaires to 128 respondents. The results of this research show that the effect of product placement and packaging on Scarlett Whitening’s brand image in the Korean Drama Reborn Rich is 17,4% on each variable
Co-Authors Abraham, Rendy Hermanto Angela Michelle Setiawan Angelica Ordelia Bonardo Marulitua Aritonang Budhi Widi Astuti Daru Purnomo Dewi Kartika Sari Ester Krisnawati Ester Krisnwati Pascalia Prasasti Sukma Sampoerno, Sampoerno Seto Herwandito Sih Natalia Sukmi