Influence of Korean dramas on brand perception among gen z in Pontianak: a qualitative study on Kopiko
Keywords:
Korean Drama, S-O-R Model, Gen Z, Kopiko, QualitativeAbstract
This qualitative study explores the influence of Korean drama product placement on brand perception among Generation Z viewers in Pontianak, Indonesia, with a focus on the Indonesian brand Kopiko. Anchored in the Stimulus-Organism-Response (S-O-R) model, the research investigates how narrative media (stimulus) elicits emotional and cognitive reactions (organism) that shape symbolic brand perception (response). Eighteen Gen Z respondents were selected through purposive sampling and participated in structured online interviews. The results indicate that Kopiko’s placement in dramas such as Vincenzo and Little Women enhanced its symbolic value through narrative immersion, emotional character connection, and cultural alignment. Participants reported increased brand recall, emotional resonance, and in some cases, behavioral intent to repurchase Kopiko. These findings suggest that product placement in emotionally engaging and culturally resonant media is a powerful tool to influence brand perception, particularly among media-savvy youth audiences. The study highlights the potential of strategic media integration in shaping localized consumer behavior and offers practical implications for brand communication strategies in emerging markets.
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