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PRODUCT PLACEMENT SEPATU VANS SLIP-ON DALAM MEMBANGUN BRAND AWARNESS DI SERIES SQUID GAME (Studi Deskriptif Kualitatif Pada Komunitas Dance Cover Kota Yogyakarta)
This research aims to analyze the role of Vans Slip-on shoe product placement in the Korean series Squid Game (2021) and its contribution to enhancing brand awareness among the K-Pop Dance Cover community in Yogyakarta. The global phenomenon of Squid Game not only set international viewership records but also significantly boosted the popularity and sales of Vans shoes. This study employs a descriptive qualitative approach with data collected through in-depth interviews, observation, and content analysis of scenes featuring the product. The findings indicate that the placement of Vans shoes in Squid Game is effective in building brand awareness, progressing from the brand unaware stage to brand recognition and brand recall. For the K-Pop Dance Cover community in Yogyakarta, Vans shoes function not only as costume elements in the series but also create symbolic associations that reinforce pop culture identity. These findings highlight that product placement in popular entertainment content serves as an effective marketing strategy to strengthen brand awareness, particularly among audiences deeply engaged with the Hallyu phenomenon.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107030094 Muhammad Izkha Khoirur Rifa’i
PRODUCT PLACEMENT SEPATU VANS SLIP-ON DALAM MEMBANGUN BRAND AWARNESS DI SERIES SQUID GAME (Studi Deskriptif Kualitatif Pada Komunitas Dance Cover Kota Yogyakarta) (Text)
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302.231 Media Komunikasi, Media Massa, Media Sosial