Faktor-Faktor yang Mempengaruhi Niat Beli Gen-Z Sebagai Konsekuensi dari Praktik Penempatan Produk Kecantikan dalam K-Drama

The rising popularity of Korean dramas (K-Dramas), especially among Southeast Asian audiences, including Indonesia, portrays the significant influence of media culture on consumption-related cognition. This study examines the rising phenomenon of product placement trends in K-Dramas and its impact on Indonesian Generation Z (Gen-Z) purchase intention as consumers. This study examines Indonesian Gen-Z’s factors that affect their attitude toward product placement while highlighting Indonesian Gen-Z’s behavior of financial intelligence, consumption patterns, and attachment to media idols. This research merged the theory of planned behavior and consumer socialization as the framework baseline. Using a quantitative method, particularly Covariance-Based Structural Equation Modeling, this study aims to provide valuable insights for marketers seeking to engage with audiences effectively. Contrary to the traditional theory of planned behavior, this study has provided an insight that perceived behavioral control does not affect purchase intention. On the other hand, consumer socialization theory was indeed proven to have an impact through the positive influence of media exposure towards the attitude towards product placement. This study has also proven that consumer fanaticism positively influences attitude towards product placement, while idol attachment does not influence attitude towards product placement. Ultimately, attitude towards product placement and normative social influence proven to be true of nature by positively influencing purchase intention.