Although product placement in Korean dramas has become an increasingly popular marketing strategy, there is still limited research that specifically analyzes how consumer perceptions of Kopiko change after seeing the product in Korean dramas. Kopiko, as an Indonesian candy brand, has appeared in several popular Korean dramas, potentially increasing its brand image and appeal in the global market.

However, there are still few studies exploring to what extent Kopiko’s appearance in Korean dramas influences consumer perception. It also remains unclear whether such product placement creates a lasting brand image change or merely influences short-term purchasing decisions. Further in-depth research is needed to determine whether the impact of product placement is more significant among certain segments, such as teenagers or K-drama fans, compared to the general public.

Understanding these perception changes can help Kopiko optimize its marketing strategy and evaluate the effectiveness of product placement compared to other marketing methods in building brand image.

This study aims to analyze the influence of brand image, blister packaging, and product placement in Korean dramas on Kopiko candy purchasing decisions. The core of this research focuses on the relationship between consumer brand perception, popular culture influence, and the effectiveness of marketing strategies through Korean dramas. Understanding these factors is expected to provide valuable insights for industry players in designing innovative and relevant marketing strategies.

Brand image is defined as the perceptions and beliefs of customers reflected in the associations formed in their memory (Kotler & Keller, 2023; Megar Damanik et al., 2023). This collection of information enables consumers to choose between competing brands that offer similar products. By providing information, convincing consumers, and indirectly reminding them about the product brand being marketed, marketing communication helps build brand image and ultimately boosts sales.

Brand image is also defined as “the consumer’s reinterpretation of the overall brand image formed through information and past experiences with the brand” (Coaker, Thrape, Simonson, Schmitt, & Sudirman, 2022). At the same time, a product’s image in a person’s mind represents the overall mental representation of that product (Kotler & Fox, as cited in Duad, 2021).

A strong brand image offers various benefits, such as strengthening customer loyalty, building trust, and creating competitive advantage in the market. Conversely, a weak or inconsistent brand image can hinder business development and reduce consumer interest in the products or services offered. Blister Packaging

Blister packaging is a type of packaging that uses transparent plastic sheets, which are heated and formed into cavities according to the shape of the product. According to Czerwinski (Ropikoh et al., 2024), packaging functions to protect and wrap the product to prevent it from being damaged. To ensure product quality is maintained and safe delivery to customers, the packaging must be compatible with the type of product.

According to George E. Belch and Michael A. Belch (Nadeak & Setiawan, 2024), product placement is a marketing strategy that involves inserting a product into a scene or storyline of a film, so that the audience unconsciously becomes aware of the product’s presence. This method aims to introduce the product subtly to consumers without appearing as explicit advertising, thus creating a strong emotional connection between the product and the audience, since the product is associated with the storyline.

According to Arif & Yani (2023), a purchase decision is one of the stages in the decision-making process prior to the post-purchase phase. At this stage, consumers are faced with various alternatives and must decide whether to purchase the product based on the considered options. Meanwhile, according to Kastori (Dewi, 2017), a purchase decision is the process involving an individual in deciding and choosing to buy the product offered by the seller.

The influence of Brand Image and Product Placement on the purchase decision of Kopiko candy can be illustrated as follows:

This study uses a quantitative approach to collect data through surveys distributed to participants who have watched Korean dramas and purchased Kopiko candy. According to Creswell (Kusumastuti et al., 2020), the quantitative research model is used to test specific theories by analyzing the relationships between different variables.

In non-probability sampling, researchers do not assume that every individual in the population has an equal chance of being selected as a sample. This study employs a purposive sampling technique. This method involves selecting samples based on predefined criteria or judgment that aligns with the research requirements.

The sample criteria in this study include:

The respondents' level of agreement is measured using a Likert scale, ranging from 1 to 5. Since the exact percentage of people who watch Korean dramas is unknown, the Lemeshow formula (1997) is used to determine the sample size for this study.

Below is the method used by the researcher to determine the sample size:

n = z2 p q / d2

Information :

n : Total sample

z : Standard score = 1.96

p : Maximun Estimate = 50% = 0.5

d : Alpha = 0,10 or Sampling error = 10% Known :

n =

0,1²

3,8416 . 0,5 (1-0,5)

n =

0,1²

n = 0,9604

0,01

n = 96

Then the researcher obtained the minimum total sample needed in this study, which was 96 respondents and would be rounded up to 100 participants by the researcher. The researcher used the lemeshow formula (1997) considering that the population of Korean drama viewers is very large and has a diverse age range.

This is a measurement that describes the level of accuracy of an instrument. Therefore, validity testing is related to how well an instrument can perform its function optimally (S & Sumartik, 2022).

Reliability refers to the extent to which a test can consistently measure an object. Reliability is expressed in numerical values, typically in the form of a coefficient. The higher the coefficient, the greater the reliability. Additionally, reliability also refers to the consistency of findings during repeated observations and calculations of a fact or phenomenon over different time periods (S & Sumartik, 2022).

Prior to doing hypothesis testing, the acceptability of a regression model from an econometric standpoint is assessed using traditional assumption tests. Autocorrelation, heteroscedasticity, multicollinearity, and normalcy tests are some of these tests.

For the traditional assumption tests to produce accurate findings, it is essential to make sure the data has a normal distribution. Several methods, including probability plots, histogram analysis, and the Kolmogorov–Smirnov test, can be used to confirm normality.

According to the Kolmogorov–Smirnov test, the data is deemed normally distributed if the Asymp. Sig. (2-tailed) score is higher than 0.05. On the other hand, if a histogram test produces a symmetrical bell-shaped curve, it implies a normal distribution. The data is also regarded as normal if the points in the probability plot are evenly spaced around the diagonal line.

To find correlations between independent variables, the multicollinearity test is used. If the test results indicate a Variance Inflation Factor (VIF) < 10 and a Tolerance score > 0.10, the regression model is free of multicollinearity.

In a regression model, the heteroscedasticity test establishes whether the variance of the residuals changes among observations. This test can be carried out using a scatter plot and the Glejser test.

It is possible to conclude that the model is heteroscedastic if the scatter plot's points do not exhibit any discernible patterns. The Glejser test states that if the independent variables' significance value is more than 0.05, the model is said to be heteroscedastic.

The Multiple Linear Regression Test is used in this investigation. The link between one dependent variable (Y) and multiple independent variables (X1, X2, X3) is investigated using this statistical method, which is called multiple linear regression analysis.

Determining the degree to which independent factors impact the dependent variable is the primary goal of the multiple linear regression test. A multiple linear regression model can be created by applying the following formula:

Y = a + β1X1 +β 2X2 + β3X3 + e

a : Constant (Value Y when all X = 0)

Regression coefficients β1, β2, and β3 indicate how much each independent variable

influences the dependent.

e : Error or interference, namely other variables that are not included in the model.

Hypothesis Testing

Coefficient of Determination Test

Researchers utilize the coefficient of determination, sometimes referred to as Adjusted R Square, to assess how well the independent factors in a model explain the dependent variable. This test's results are given as a percentage, which can be anywhere from more than 0% to less than 100%.

The respondents are individuals who consume Kopiko candy and have watched Korean dramas. The study is titled The Influence of Brand Image, Blister Packaging, and Product Placement in Korean Dramas on the Purchase Decision of Kopiko Candy. A total of 100 participants completed the questionnaire, which was distributed online.

Source: Research Results (2025)

Source: Research Results (2025)

Validity test

Source: Research Results (2025)

If you look at the table above, the significance score (Sig) ≤ 0.05 means it is valid.

Reliability Test.

Source 1: Research Results (2025)

If you look at the table above, the Cronbach's Alpha score ≥ 0.6 can be said to be

reliable.

Normality Test

Source: Research Results (2025)

Asymp. Sig. (2-tailed) and the probability score (p) are shown in the above table at 0.063 > 0.05. The Kolmogorov-Smirnov test indicates that the residual data is normally distributed since the value is greater than the 5% significance threshold (0.005). Furthermore, the residual data is said to have a normal distribution.

Multicollinearity Test

Source: Research Results (2025)

It can be concluded that:

Tolerance value X1 0.806 ≥ 0.100, X2 0.762 ≥ 0.100 and X3 0.935 ≥ 0.100

VIF value X1 1.240 ≤ 10.00, X2 1.312 ≤ 10.00 and X3 1.069 ≤ 10.00

So it can be said that there is no Multicollinearity.

Heteroscedasticity Test

Source: Research Results (2025)

If we look at the table above, the Sig value ≥ 0.05, so it can be concluded that the

data does not show any symptoms of heteroscedasticity.

Hypothesis Testing

Table 6. Results of the Determination Coefficient Test

Source 2: Research Results (2025)

It is known that the Adjusted R Square score of 0.534 (53.4%) assumes that the purchasing decision variable can be influenced by Brand Image, Packaging Blister, and Product Placement by 53.4%. Meanwhile, (46.6%) others are influenced by other causes besides there is this study.

Uji F

Source 3: Research Results (2025)

If we look at the table above, we can conclude that the significance value (sig) is 0.00 ≤ 0.05, so simultaneously there is an influence of variable X on variable Y.

Source 4: Research Results (2025)

If we look at the table above, it shows a significance score (sig) of 0.00 ≤

0.05, indicating that variable X has a significant influence on variable Y.

According to the study's results, the Brand Image variable's regression coefficient is positive at 0.092, with a significance threshold of 0.067 < α (0.05) and a computed t-value (1.850) ≥ t-table (1.9864). This suggests that, in part, brand image has a favorable and noteworthy impact on Indonesian consumers' decisions to buy Kopiko candies. That is, a purchase choice is more likely to be made if the brand image is stronger.

It may be inferred that improving a product's brand image and making the most of all auxiliary components that help create a favorable brand perception can lead to more people buying Kopiko sweets.

The results of the analysis indicate that the Blister Packaging variable has a positive regression coefficient of 0.358, a t-value of 2.417 ≥ t-table of 1.9864, and a significance level of 0.018 ≤ α (0.05). This suggests that blister packaging influences Kopiko candy purchases in a favorable and noteworthy way. Stated otherwise, the higher the blister package quality, the more likely the buyer is to make a purchase.

It may be inferred that enhancing the blister packaging's quality and making the most of all of its auxiliary components can encourage more people to buy Kopiko sweets.

According to the study's results, the Product Placement variable's regression coefficient is positive at 0.358, with a significance threshold of 0.000 ≤ α (0.05) and a t-value of 8.711 ≥ t-table (1.9864). This demonstrates that, in part, Kopiko candy purchasing decisions are strongly and favorably influenced by product placement. In other words, a purchase choice is more likely to be made if the product placement is more interesting.

Moreover, this indicates that customers are more inclined to buy Kopiko candy when the product is presented in an appealing way. Effective product placement not only increases brand visibility but also builds a positive impression in the minds of consumers. Thus, purchase decisions are influenced not only by needs but also by the visual appeal and psychological impact of the product placement strategy.

It can be concluded that Kopiko’s product placement in Korean dramas can significantly influence consumer purchase decisions. An effective product placement strategy—especially when featured in engaging and relevant scenes— makes the brand more recognizable and memorable to viewers. Furthermore, associations with characters or scenes in the drama can foster a positive image of the product, stimulate curiosity, and ultimately influence consumer decisions. Therefore, this strategy becomes one of the most effective marketing methods for attracting consumer interest and increasing sales.