The Influence Of Product Placement Characteristics And Audience Attitudinal Factors On Purchase Intention Toward Indonesian Local Brands In Korean Dramas

Abstract

The growing popularity of Korean dramas has encouraged marketers to use product placement as a less intrusive communication strategy that integrates brands into entertainment content. This study examines how product placement characteristics and audience attitudinal factors influence purchase intention toward Indonesian local brands featured in Korean dramas. Drawing on Customer-Based Brand Equity (CBBE) Theory and Meaning Transfer Model, the research integrates cognitive and affective pathways into a single framework. Primary data were collected through an online survey of 338 Indonesian viewers who recognized Indonesian local brands appearing in Korean dramas across food, beverage, and cosmetic categories. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that placement prominence, plot connection, favorable leading characters, and brand familiarity significantly strengthen brand awareness. Brand awareness further increases brand image and purchase intention. On the attitudinal pathway, attitudes toward actors, characters, dramas, and product placement significantly contribute to positive attitudes toward brands. Interestingly, brand awareness and brand image do not significantly influence attitude toward the brand. Overall, the findings indicate that both technical placement execution and audience emotional responses jointly explain purchase intention toward Indonesian local brands in Korean dramas. The study extends product placement literature by combining cognitive and affective mechanisms within one model and offers managerial implications for local brands seeking international exposure through entertainment media.