Efektivitas Product Placement Permen Kopiko Dalam Drama Vincenzo untuk Meningkatkan Brand Recall (Studi pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2021)

Product Placement aims to attract public exposure so that the product being promoted deliberately attracts public attention and increases public awareness of the existence of a brand. This research focuses on the effectiveness of product placement on Kopiko candy in drama Vincenzo to increase brand recall. Researcher saw how the kopiko product shown in drama Vincenzo had an extraordinary impact, it was proven that Kopiko was a trending Twitter topic in Indonesia because it debuted in drama Vincenzo. Implementing a product placement strategy in Korean drama to approach consumers to get attention and serve as a reminder without assistance regarding the product being displayed (brand recall).

The research approach used is quantitative with a causal method (comparative causal). The research presents the causal relationship between the product placement variables in Kopiko candy advertisements and Brand Recall. The method used is a survey. The survey method involves using questionnaires as the data collection instrument. The sample consists of Communication Science students from the 2021 at UMM.

Based on the results of partial regression coefficient testing using the SPSS application, the researcher found that the effectiveness of Product Placement on Y shows that the score is 0.908 ≥ 0.220 (then Ha is accepted) so that partial Product Placement effectiveness has a significant influence on Y (brand recall) so Ha is accepted. And if based on research results by analyzing the data that has been obtained, the existing results show that the relationship between one variable and another variable is strong or large with a correlation result of 0.669. From the existing results it can be concluded that the effectiveness of the kopiko brand placement in the drama Vicenzo influences brand recall R square 0.782 or around 78.2%.