PENGARUH PRODUCT PLACEMENT NESPRESSO VERTUO TERHADAP BRAND AWARENESS

Abstract

Media promotion is very developed at this time. One of them is product placement in a Korean drama. Korean dramas are present and steal the attention of the Indonesian people. This was used by Nespresso Vertuo to promote its products in the Korean drama "The World of The Married" to increase brand awareness of these products. The focus of this research is to determine the influence of Nespresso Vertuo product placement on brand awareness. Researchers used a non-probability sampling method with a total sample of 100 respondents. The population in this study are Netflix users who have watched the Korean drama "The World of The Married" in JABODETABEK, aged 19 years, using a data collection technique, namely a questionnaire. The results of this study are product placement by Nespresso Vertuo with the highest score at the connection dimension plot stage and the brand awareness stage, namely the brand recognition stage. Based on partial data analysis, it is obtained that the t-count results exceed the t-table results and the probability value results are less than 0.05. So, it can be concluded that Nespresso Vertuo's product placement on brand awareness with a determination value of 48.8% with the remaining 51.2% coming from other variables not examined by researchers.