PENGARUH PENEMPATAN PRODUK DAN KESESUAIAN IKLAN PADA MINAT BELI YANG DIMODERASI SIKAP MEREK DI ADVERGAMES

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...

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Bibliographic Details
Main Authors: Theresia Mannuela Gultom, Albert Kriestian NAN
Format: Article
Language:English
Published: Muhammadiyah University Press 2016-08-01
Series:Benefit Jurnal Manajemen dan Bisnis
Subjects:
Product Placement, Ads Congruity, Purchase intention, Consumers’ Attitude
Online Access:http://journals.ums.ac.id/index.php/benefit/article/view/2368

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