Product placement should be integrated into the storyline

Oct 13, 2025 by windailys.com 36 views

The Influence of Samsung's Mobile Product Placement in Korean Drama on the Perception of Management Students of the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's fast-paced marketing landscape, product placement has become an increasingly popular strategy among big brands, including Samsung. This study aims to explore the influence of Samsung's mobile product placement in Korean drama on the perception and attitude of management students of the Faculty of Economics and Business, University of North Sumatra. With the rise of Korean dramas, product placement has become a common practice, and Samsung has been one of the most prominent brands to benefit from this strategy.

The Significance of Product Placement in Marketing

Product placement, also known as embedded marketing, is a form of advertising where a product is integrated into a movie, TV show, or other form of media. This strategy has been used by many brands to reach a wider audience and create a positive brand image. In the case of Samsung, product placement in Korean dramas has been a successful strategy, with many of its mobile phones and other products being featured in popular shows.

Research Background

The main problem in this study is how the direct and indirect influence of the product placement conducted by Samsung in Korean drama on student attitudes. The proposed hypothesis is that product placement can affect attitudes directly and can also have an indirect effect through perception. This study aims to explore the relationship between product placement, perception, and attitude among management students of the Faculty of Economics and Business, University of North Sumatra.

Research Methods

The main data was collected through questionnaires distributed to active students in the Faculty of Economics and Business until 2015. This study uses descriptive analysis and quantitative methods, especially path analysis, to measure the impact of the placement of Samsung mobile products in Korean drama on perception and student attitude.

Research Findings

The results of partial tests show that the dependent variable, namely product placement, does not directly affect student attitudes. However, there is a significant indirect influence through perception. In the second hypothesis testing phase, through testing determination (R2), it is found that the correlation rate or relationship between product placement, perception, and attitude is a close relationship.

Analysis and Explanation

This study shows that although the placement of Samsung products in Korean dramas did not have a direct effect on student attitudes, it succeeded in influencing their perceptions first. This can be caused by the way of placement of products that are carried out more subtle and integrated in the storyline, so students do not feel pressured by advertisements that directly attack them. The product looks more natural, and this makes the audience, especially students, more open to the positive assessment of the Samsung brand.

From a marketing perspective, an effective product placement strategy not only relies on product appearance, but must also create emotional connectivity with the audience. This is important, especially for the younger generation, who tend to be more critical of traditional advertising. By placing products in an attractive story context, companies can build positive brand imagery and increase product awareness among their target audience.

The Importance of Understanding Consumer Perception

This study highlights the importance of understanding consumer perception in marketing. By understanding how consumers perceive a brand, companies can design more effective marketing strategies that resonate with their target audience. In the case of Samsung, the study shows that product placement in Korean dramas has been successful in influencing consumer perception, which in turn affects their attitudes towards the brand.

Conclusion

In conclusion, this study provides valuable insights into the influence of Samsung's mobile product placement in Korean drama on the perception of management students of the Faculty of Economics and Business, University of North Sumatra. The study shows that product placement can have a significant indirect effect on consumer attitudes through perception. This study has implications for marketers, highlighting the importance of understanding consumer perception in designing effective marketing strategies.

Recommendations

Based on the findings of this study, the following recommendations are made:

Product placement should be integrated into the storyline: To create a more natural and subtle product placement, companies should integrate their products into the storyline of the drama.
Emotional connectivity is key: Companies should focus on creating emotional connectivity with their target audience through product placement.
Understanding consumer perception is crucial: Companies should understand how consumers perceive their brand and design marketing strategies that resonate with their target audience.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of this study is limited to active students in the Faculty of Economics and Business, University of North Sumatra.
Data collection method: The data was collected through questionnaires, which may not be representative of the entire population.
Generalizability: The findings of this study may not be generalizable to other populations or contexts.

Future Research Directions

Future research should focus on exploring the influence of product placement in other contexts, such as social media and online advertising. Additionally, researchers should investigate the impact of product placement on consumer behavior and purchase decisions.

References

[List of references cited in the study]

Appendix

[Appendix materials, including questionnaires, data analysis, and other supporting materials]
Frequently Asked Questions (FAQs) about the Influence of Samsung's Mobile Product Placement in Korean Drama on the Perception of Management Students of the Faculty of Economics and Business, University of North Sumatra

Q: What is product placement, and how does it work?

A: Product placement is a form of advertising where a product is integrated into a movie, TV show, or other form of media. In the case of Samsung's mobile product placement in Korean drama, the company's products are featured in popular shows, often in a subtle and natural way.

Q: How does product placement affect consumer perception?

A: Product placement can have a significant indirect effect on consumer perception, which in turn affects their attitudes towards the brand. By integrating products into the storyline of a drama, companies can create a more natural and subtle product placement that resonates with their target audience.

Q: What are the benefits of product placement for companies?

A: Product placement can be an effective marketing strategy for companies, as it allows them to reach a wider audience and create a positive brand image. By integrating products into the storyline of a drama, companies can build emotional connectivity with their target audience and increase product awareness.

Q: How does product placement differ from traditional advertising?

A: Product placement differs from traditional advertising in that it is more subtle and integrated into the storyline of a drama. Unlike traditional advertising, which often features direct and explicit product promotion, product placement is often more natural and subtle.

Q: What are the limitations of product placement as a marketing strategy?

A: While product placement can be an effective marketing strategy, it also has several limitations. For example, it may not be as effective for companies with a strong brand identity or for products that are not well-suited for product placement.

Q: How can companies measure the effectiveness of product placement?

A: Companies can measure the effectiveness of product placement by tracking consumer perception and attitudes towards the brand. They can also use metrics such as brand awareness, purchase intent, and sales to evaluate the success of their product placement strategy.

Q: What are the implications of this study for marketers?

A: This study highlights the importance of understanding consumer perception in marketing. By understanding how consumers perceive a brand, companies can design more effective marketing strategies that resonate with their target audience.

Q: What are the future research directions for this study?

A: Future research should focus on exploring the influence of product placement in other contexts, such as social media and online advertising. Additionally, researchers should investigate the impact of product placement on consumer behavior and purchase decisions.

Q: What are the practical implications of this study for Samsung and other companies?

A: This study provides valuable insights for Samsung and other companies that use product placement as a marketing strategy. By understanding how product placement affects consumer perception and attitudes, companies can design more effective marketing strategies that resonate with their target audience.

Q: What are the limitations of this study?

A: This study has several limitations, including a limited sample size and data collection method. Additionally, the findings of this study may not be generalizable to other populations or contexts.

Q: What are the recommendations for future research?

Q: What are the implications of this study for consumer behavior and purchase decisions?

Q: What are the implications of this study for the marketing industry?

A: This study provides valuable insights for the marketing industry, highlighting the importance of understanding consumer perception in marketing. By understanding how consumers perceive a brand, companies can design more effective marketing strategies that resonate with their target audience.