ANALISIS PRODUCT PLACEMENT SEBAGAI STRATEGI MARKETING GLOBAL SUBWAY SANDWICH DALAM DRAMA DESCENDANTS OF THE SUN DAN GOBLIN

Dewi, Gabrielle Efan Hayatya (2025) ANALISIS PRODUCT PLACEMENT SEBAGAI STRATEGI MARKETING GLOBAL SUBWAY SANDWICH DALAM DRAMA DESCENDANTS OF THE SUN DAN GOBLIN. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the product placement strategy used by Subway sandwich as part of its global marketing strategy through Korean dramas, namely the drama Descendants of The Sun and Goblin. Both dramas were chosen in this study because they have a global audience reach, making them good media in introducing the Subway brand to the global market. This research method uses qualitative descriptive analysis based on scenes in the drama that feature the Subway brand and products. The results of this study will show Subway's product placement based on three dimensions in the drama Descendants of The Sun and Goblin as its global marketing strategy. Keywords: Descendants of The Sun, Goblin, Marketing Global Strategy, Product Placement, Subway

Item Type:

Thesis (Undergraduate)

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