PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES
This study was conducted to determine the influence of Product Placement and Congruity Ads toward buying interest which is moderated by consumers’ attitude on “advergames” brand. The participant of this study was 100 students of Satya Wacana Christian University, which consist of 87 male students an...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Muhammadiyah University Press
2016-08-01
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| Series: | Benefit Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journals.ums.ac.id/index.php/benefit/article/view/2368 |
| _version_ | 1819160492096094208 |
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| author | Theresia Mannuela Gultom Albert Kriestian NAN |
| author_facet | Theresia Mannuela Gultom Albert Kriestian NAN |
| author_sort | Theresia Mannuela Gultom |
| collection | DOAJ |
| description | This study was conducted to determine the influence of Product Placement and Congruity Ads toward buying interest which is moderated by consumers’ attitude on “advergames” brand. The participant of this study was 100 students of Satya Wacana Christian University, which consist of 87 male students and 13 female students. All of the participants have ever played “PES 2016” game on their mobile games application. The sampling technique was purposive sampling, with questionnaire as the data collection method. The analysis used in this study was regression analysis interaction. The result showed that there was no moderation effect of product placement and congruity ads toward purchase intention, twotypes of products in the context of the game. |
| first_indexed | 2024-12-22T16:57:18Z |
| format | Article |
| id | doaj.art-fbd95a3526994c3793d651148226a515 |
| institution | Directory Open Access Journal |
| issn | 1410-4571 2541-2604 |
| language | English |
| last_indexed | 2024-12-22T16:57:18Z |
| publishDate | 2016-08-01 |
| publisher | Muhammadiyah University Press |
| record_format | Article |
| series | Benefit Jurnal Manajemen dan Bisnis |
| spelling | doaj.art-fbd95a3526994c3793d651148226a5152022-12-21T18:19:26ZengMuhammadiyah University PressBenefit Jurnal Manajemen dan Bisnis1410-45712541-26042016-08-011179931819PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMESTheresia Mannuela Gultom0Albert Kriestian NAN1Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Jl. Diponegoro 52-60, Salatiga 50711, Telp.0298-311881Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Jl. Diponegoro 52-60, Salatiga 50711, Telp.0298-311881This study was conducted to determine the influence of Product Placement and Congruity Ads toward buying interest which is moderated by consumers’ attitude on “advergames” brand. The participant of this study was 100 students of Satya Wacana Christian University, which consist of 87 male students and 13 female students. All of the participants have ever played “PES 2016” game on their mobile games application. The sampling technique was purposive sampling, with questionnaire as the data collection method. The analysis used in this study was regression analysis interaction. The result showed that there was no moderation effect of product placement and congruity ads toward purchase intention, twotypes of products in the context of the game.http://journals.ums.ac.id/index.php/benefit/article/view/2368Product Placement, Ads Congruity, Purchase intention, Consumers’ Attitude |
| spellingShingle | Theresia Mannuela Gultom Albert Kriestian NAN PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES Benefit Jurnal Manajemen dan Bisnis Product Placement, Ads Congruity, Purchase intention, Consumers’ Attitude |
| title | PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES |
| title_full | PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES |
| title_fullStr | PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES |
| title_full_unstemmed | PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES |
| title_short | PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES |
| title_sort | pengaruh penempatan produk dan kesesuaian iklan pada minat beli yang dimoderasi sikap merek di advergames |
| topic | Product Placement, Ads Congruity, Purchase intention, Consumers’ Attitude |
| url | http://journals.ums.ac.id/index.php/benefit/article/view/2368 |
| work_keys_str_mv | AT theresiamannuelagultom pengaruhpenempatanprodukdankesesuaianiklanpadaminatbeliyangdimoderasisikapmerekdiadvergames AT albertkriestiannan pengaruhpenempatanprodukdankesesuaianiklanpadaminatbeliyangdimoderasisikapmerekdiadvergames |