Kopiko Goes Hallyu
Creative Brand Publicity and Branded Pop Analysis of Product Placement in the Korean Drama Vincenzo
DOI:
https://doi.org/10.36782/jobmark.v7i2.403Kata Kunci:
Brand Placement, Branded Pop, Branded Content, Branded Entertainment, Brand PublicityAbstrak
Brand and product placement, an increasingly popular marketing strategy, has been masterfully executed by Kopiko, an Indonesian coffee candy brand. This article analyzes how Kopiko successfully implemented a Creative Brand Publicity (CBP) strategy through product placement in the Korean drama Vincenzo. With a descriptive-qualitative approach and case study method, this study found how Kopiko leveraged the drama's popularity to increase brand awareness and expand its reach to international markets. Data was collected through in-depth document searches of news, articles, Kopiko marketing materials, and related social media content. Additionally, digital documentation in the form of screenshots of scenes featuring Kopiko products in the drama was also analyzed. Kopiko seamlessly integrated its product into Vicenzo's storyline, creating compelling brand exposure without disrupting the viewing experience. This strategy has not only increased Kopiko brand awareness and drove sales, especially in international markets, but also serves as a testament to the success of innovative brand marketing strategies seeking to expand market reach and strengthen brand image.
Unduhan
Referensi
Abed, F., & Büttgen, M. (2022). Should corporations care about negative brand publicity? Understanding the impact of negative brand publicity on employees' corporate brand pride. Journal of Business Strategies, 39(1), 1–32. https://doi.org/10.54155/jbs.39.1.1-32
Amelia, D. R., Fanani, R. Z., & Bioldy, E. (2025). See what's real: Creative Brand Publicity of Netflix when launching 'Straw Hats Unite: All Aboard the Going Merry'. Jobmark: Journal of Branding and Marketing Communication, 7(1), 54–64. https://doi.org/10.36782/jobmark.v7i1.402
Aprilia, R., & Putri, A. P. (2022). Pengaruh product placement permen Kopiko dalam serial drama Korea Vincenzo terhadap minat beli konsumen. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(1), 1–10.
Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placement: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115–141.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (Global ed.). McGraw-Hill.
Berita Perbankan. (n.d.). Kopiko sering muncul di drama Korea, dapat untung berapa? Diakses pada 5 Agustus 2024, dari https://beritaperbankan.id/kopiko-sering-muncul-di-drama-korea-dapat-untung-berapa/
Bioldy, E. (2021). Visual storytelling communication, brand visibility, and audience engagement: How the creative digital content works. Jobmark: Journal of Branding and Marketing Communication, 4(1), 1–15. https://doi.org/10.36782/jobmark.v4i1.197
Bogdan, R., & Biklen, S. K. (2017). Qualitative research for education: An introduction to theories and methods (6th ed.). Pearson.
Choo, K. (2020). Transmedia storytelling and transmediated bodies in Fullmetal Alchemist (2017). Asian Cinema, 31(2), 187–202. https://doi.org/10.1386/ac_00021_1
CNBC Indonesia. (2021, Maret 31). Ada yang setop tayang selamanya, 5 drakor rating tinggi Maret. Diakses pada 5 Agustus 2024, dari https://www.cnbcindonesia.com/lifestyle/20210331082635-33-234192/ada-yang-setop-tayang-selamanya-5-drakor-rating-tinggi-maret
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Dahlen, M., Lange, F., & Smith, T. (2010). Marketing communications: A brand narrative approach. John Wiley & Sons.
Denga, E. M. (2023). Brand narrative in the 21st century. In R. Correia, D. Venciūtė, & B. Sousa (Eds.), The role of brands in an era of over-information (pp. 45–70). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-6684-8351-0.ch003
Devi, S., Lestari, D. D., & Mariano, H. (2025). Start from zero: Creative Brand Publicity in Pertamina's Ramadan and Eid al-Fitr television campaign. Jobmark: Journal of Branding and Marketing Communication, 7(1), 1–10. https://doi.org/10.36782/jobmark.v7i1.411
Ehrenberg, A., Barnard, N., Kennedy, R., & Bloom, H. (2002). Brand advertising as creative publicity. Journal of Advertising Research, 42(4), 7–18. https://doi.org/10.2501/jar-42-4-7-18
Galingging, S. L., & Budiman, A. (2022). Strategi dan dimensi product placement permen Kopiko pada drama Korea (Studi pada serial drama televisi Korea Vincenzo). Jurnal Cakrawala Ilmiah, 1(11), 2851–2864. https://doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2870
GoodNewsFromIndonesia. (2011, Oktober 5). Merek Indonesia yang mendunia (bagian 1): Permen. Diakses pada 5 Agustus 2024, dari https://www.goodnewsfromindonesia.id/2011/10/05/merek-indonesia-yang-mendunia-bagian-1-permen
Guiseppi, M. (2023). What are visual marketing and visual content marketing? Small Business Rainmaker. https://www.smallbusinessrainmaker.com/small-business-marketing-blog/why-visual-marketing-and-visual-content-are-vital-to-business-growth
Gupta, P. B., & Gould, S. J. (1997). Consumer perception of the ethics and acceptability of product placement in movies: Product category and individual differences. Journal of Current Issues and Research in Advertising, 19(1), 37–50.
Hermawan, M. S. (2024). Analisis wacana merek Kopiko melalui branded entertainment dalam drama series "Hometown Cha-Cha-Cha" [Skripsi (S1), Universitas Bakrie].
Infobrand.id. (n.d.). Terungkap, budget iklan Kopiko di drakor Vincenzo capai Rp5 miliar. Diakses pada 5 Agustus 2024, dari https://infobrand.id/terungkap-budget-iklan-kopiko-di-drakor-vincenzo-capai-rp5-miliar.phtml
Inzaghi, A. A., & Patria, A. S. (2021). Pengaruh komunikasi pemasaran dalam penempatan produk Kopiko terhadap brand image (Studi pada drama Korea Hometown Cha-Cha-Cha). Jurnal Publish, 1(2), 1–12.
Juliana, S., & Sihombing, S. O. (2019). Pengaruh penempatan produk dan kesadaran merek terhadap niat membeli. Jurnal Manajemen dan Pemasaran Jasa, 12(1), 19–34. https://doi.org/10.25105/jmpj.v12i1.3702
Kompas.id. (2020, Mei 14). Seberapa akuntabel rating program televisi? Diakses pada 5 Agustus 2024, dari https://www.kompas.id/baca/riset/2020/05/14/seberapa-akuntabel-rating-program-televisi/
Kontan. (n.d.). Bisnis makanan ringan Mayora Indah (MYOR) diyakini tumbuh tahun ini. Diakses pada 5 Agustus 2024, dari https://industri.kontan.co.id/news/bisnis-makanan-ringan-mayora-indah-myor-diyakini-tumbuh-tahun-ini
Kontan Lifestyle. (n.d.). Drakor Vincenzo yang dibintangi Song Joong-ki raih rating tinggi di akhir pekan. Diakses pada 5 Agustus 2024, dari https://lifestyle.kontan.co.id/news/drakor-vincenzo-yang-dibintangi-song-joong-ki-raih-rating-tinggi-di-akhir-pekan
Kompas.com. (2020, Juli 1). Bangganya Mendag, Kopiko dkk jadi pemimpin pasar di berbagai negara. Diakses pada 5 Agustus 2024, dari https://money.kompas.com/read/2020/07/01/093100926/bangganya-mendag-kopiko-dkk-jadi-pemimpin-pasar-di-berbagai-negara?page=all
Kurniawan, R., & Purwanto, A. (2022). Pengaruh product placement Kopiko dalam drama Korea Vincenzo terhadap minat beli konsumen. Jurnal Ilmu Komunikasi dan Bisnis, 7(2), 196–218.
Kusuma, I. H. (2021). Analisis Creative Brand Publicity Sasa "Rebutan Rendang" [Skripsi (S1), Universitas Bakrie].
Levinson, J. C. (2013). Guerilla marketing. GMarketing. http://www.gmarketing.com
Martí-Parreño, J., Ruiz-Mafé, C., & Scribner, L. L. (2015). Branded entertainment: Past, present, and future. In J. Martí-Parreño, C. Ruiz-Mafé, & L. L. Scribner (Eds.), Engaging consumers through branded entertainment and convergent media (pp. 1–21). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-4666-8342-6.ch001
Matahari, F. F., Machmud, A., & Al Faruqi, M. U. (2025). Creative Brand Publicity of Ramayana 'Mom in Rice Cooker'. Jobmark: Journal of Branding and Marketing Communication, 6(2), 145–159. https://doi.org/10.36782/jobmark.v6i2.396
Morissan, A. M. (2015). Periklanan komunikasi pemasaran terpadu. Prenada.
Musuh, O., & Natalia, E. C. (2021). Pengaruh penempatan produk Toyota terhadap kesadaran merek pada film "Nanti Kita Cerita Tentang Hari Ini". Journal of Servite, 3(1), 1–10.
Pandrianto, N., & Sukendro, G. G. (2018). Analisis strategi pesan content marketing untuk mempertahankan brand engagement. Jurnal Komunikasi, 10(2), 167–176. https://doi.org/10.24912/jk.v10i2.2619
Putri, S. E. (2014). Persepsi konsumen terhadap bauran promosi (promotional mix) pada Matahari Department Store Bengkulu. Management Insight: Jurnal Ilmiah Manajemen, 9(1), 45–54. https://doi.org/10.33369/insight.9.1.45-54
Putri, V. I., Anggraini, I., & Mountina, N. S. (2023). Creative Brand Publicity in outdoor advertising: An analysis of Gojek billboard using CBP theory. Jobmark: Journal of Branding and Marketing Communication, 4(2), 140–158. https://doi.org/10.36782/jobmark.v4i2.401
Putri, Y. A., & Astuti, S. T. T. (2010). Analisis pengaruh experiential marketing terhadap loyalitas pelanggan Hotel "X" Semarang. Asset, 12(2), 195–207.
Rahmawati, A., & Hidayat, R. (2023). Strategi dan dimensi product placement permen Kopiko pada drama Korea (Studi pada serial drama televisi Korea Vincenzo). Jurnal Ilmu Komunikasi, 11(1), 1–12.
Rusyda, N. A. (2022). Pengaruh product placement Kopiko dalam drama Korea Vincenzo terhadap respon khalayak. Jurnal Ilmu Komunikasi dan Bisnis, 7(2), 196–218.
Russel, J. T., & Lane, W. R. (1998). Advertising: A framework. Prentice Hall.
Santika, P. A. (2018). Penempatan produk (product placement) dalam film Ada Apa Dengan Cinta 2 [Skripsi tidak diterbitkan, Institut Seni Indonesia Surakarta].
Saputra, R. A. (2023). Analisis efektivitas product placement Kopiko dalam drama Korea Hometown Cha-Cha-Cha terhadap brand awareness dan purchase intention [Skripsi, Universitas Brawijaya].
Seprina, M. (2022). Analisis Creative Brand Publicity Burger King "Pesanlah dari McDonald's" [Skripsi (S1), Universitas Bakrie].
Shimp, T. A. (2014). Integrated marketing communication in advertising and promotion (8th ed.). Cengage Learning.
Silverman, D. (2011). Interpreting qualitative data (4th ed.). Sage.
Sitorus, C. F. (2022). Pengaruh product placement Kopiko (merek lokal) pada drama Korea Vincenzo terhadap sikap penonton Indonesia (Survei pada followers akun Twitter @kdrama_menfess) [Skripsi, Universitas Pembangunan Nasional Veteran Jakarta].
Stolley, K., Kerrigan, F., & Yalkin, C. (2021). Branded entertainment: A critical review. In P. McDonald (Ed.), The Routledge companion to media industries (1st ed., pp. 372–381). Routledge. https://doi.org/10.4324/9780429275340-37
Susanti, A. (2022). Drakor rasa Kopiko (Analisis komunikasi pemasaran Kopiko pada drama Korea Vincenzo). MEDIAKOM, 5(1), 1–16. https://doi.org/10.32528/mdk.v5i1.7218
Tandiono, E., & Rumambi, L. (2013). Analisa pengaruh product placement dan brand recall Volvo terhadap sikap konsumen dalam film Twilight Saga: Breaking Dawn (Part 2) [Skripsi tidak diterbitkan, Universitas Kristen Petra].
Tribunnews Jogja. (2021, Januari 5). Biodata dan profil 5 pemain utama drakor action Vincenzo: Song Joong-ki hingga Taecyeon 2PM. Diakses pada 5 Agustus 2024, dari https://jogja.tribunnews.com/2021/01/05/biodata-dan-profil-5-pemain-utama-drakor-action-vincenzo-song-joong-ki-hinga-taechyeon-2pm
van Berlo, Z. M. C., Meijers, M. H. C., Eelen, J., Voorveld, H. A. M., & Eisend, M. (2024). When the medium is the message: A meta-analysis of creative media advertising effects. Journal of Advertising, 53(2), 278–295. https://doi.org/10.1080/00913367.2023.2186986
van Loggerenberg, M. J., Enslin, C., & Terblanche-Smit, M. (2021). Towards a definition for branded entertainment: An exploratory study. Journal of Marketing Communications, 27(3), 322–342. https://doi.org/10.1080/13527266.2019.1643395
Wartaekonomi.co.id. (n.d.). Apa itu product placement? Diakses pada 5 Agustus 2024, dari https://wartaekonomi.co.id/read342981/apa-itu-product-placement
Wijaya, B. S. (2011a, Februari 14). Creative Brand Publicity theory (Teori Publisitas Kreatif Merek) (Hak Cipta No. 000293958) [Pendaftaran hak cipta]. Pangkalan Data Kekayaan Intelektual.
Wijaya, B. S. (2011b, Juli 3). Brand's Mood Analysis (Analisis Tingkat Amplifikasi Creative Brand Publicity) (Hak Cipta No. 000293732) [Pendaftaran hak cipta]. Pangkalan Data Kekayaan Intelektual.
Wijaya, B. S. (2011c, Juli 3). Consumer's Mood Analysis (Analisis Tingkat Antusiasme Khalayak Creative Brand Publicity) (Hak Cipta No. 000293731) [Pendaftaran hak cipta]. Pangkalan Data Kekayaan Intelektual.
Wijaya, B. S. (2011d, Juli 3). Model intertekstualitas (Metode triangulasi dan validasi data penelitian tekstual) (Hak Cipta No. 000293953) [Pendaftaran hak cipta]. Pangkalan Data Kekayaan Intelektual.
Wijaya, B. S. (2013, Juli 3). Branded Pop theory (Teori komunikasi merek melalui budaya populer) (Hak Cipta No. 000483741) [Pendaftaran hak cipta]. Pangkalan Data Kekayaan Intelektual.
Wijaya, B. S. (2019). Brand Talkedness: How likely is your brand to be talked about by the public? Jobmark: Journal of Branding and Marketing Communication, 1(1), 52–63. https://doi.org/10.36782/jobmark.v1i1.187
Wijaya, B. S. (2020a). Creative Brand Publicity (CBP): The power of mood, moment, and movement. Jobmark: Journal of Branding and Marketing Communication, 1(2), 98–110. https://doi.org/10.36782/jobmark.v1i2.98
Wijaya, B. S. (2020b). Brand Discourse Analysis (BDA): Conceptual and methodological propositions. Jobmark: Journal of Branding and Marketing Communication, 2(1), 39–50. https://doi.org/10.36782/jobmark.v2i1.93
Wijaya, B. S. (2020c). Branded Pop: The Medium is the (Brand) Message. I-Pop: International Journal of Indonesian Popular Culture and Communication, 1(1), 63–79. https://doi.org/10.36782/i-pop.v1i1.29
Wijaya, B. S. (2021). Branded Content Analysis (BCA): Four Models and Approaches. Jobmark: Journal of Branding and Marketing Communication, 3(1), 73–84. https://doi.org/10.36782/jobmark.v3i1.214
Zulganef, & Ramadhika, A. (2014). Analisis efek product placement dan brand awareness terhadap minat beli [Skripsi tidak diterbitkan, Universitas Kristen Satya Wacana].
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Jobmark: Journal of Branding and Marketing Communication
Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.
