HOW GENERATION Z IN MANADO PERSPECTIVE ON PRODUCT PLACEMENT ON KOREAN DRAMA

Abstract

This study aims to explore the perspectives of generation Z in Manado regarding product placement in Korean drama. This research applies qualitative approach, using surveys and in-dept interview with generation Z in Manado. The research study’s sample consists of 20 participants of generation Z who are born berween 1997 to 2012 that lived in Manado, who have been watched Korean drama at least two dramas a month. The findings of the research using the interview approach yielded six indcators of product placement that affect the perspective of generation Z in Manado on product placement on Korean drama. Awareness, interest, plot placement, personal, perceived value, and brand image.

Keyword: Product Placement, Awarenessm Interest, Plot Placement, Personal, Perceived Value, Brand Image