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IN-GAME ADVERTISING: ANALYZING THE EFFECTS OF BRAND CONGRUITY, INTEGRATION, AND PROMINENCE TOWARDS IGA ATTITUDE AND PURCHASE INTENTION Soebandhi, Santirianingrum; Andriansyah, Yuan
Jurnal Manajemen Teknologi Vol 16, No 3 (2017)
Publisher : SBM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2017.16.3.3

Abstract. Currently mobile in-game advertising (IGA) has become a promotional medium that is widely used in introducing and offering products to consumers. Using an existing online racing game, this study analyzed the effect of brand congruity, integration, and prominence on attitudes toward IGA and purchase intention on brands that advertised in this game. A total of 100 respondents ranging from 16 to 35 years old were involved. Partial Least Squares analysis was used as the data technique analysis. The results show that brand congruity, integration, and prominence have a significant effect on consumer attitudes toward IGA. However, those do not have effect on purchase intention.Keywords: Brand congruity, brand integration, brand prominence, attitude towards in-game advertising, purchase intentionAbstrak. Saat ini mobile in-game advertising (IGA) telah menjadi media promosi yang secara luas digunakan dalam mengenalkan dan menawarkan produk kepada konsumen. Dengan menggunakan game balap online yang ada, penelitian ini menganalisis pengaruh kesesuian, integrasi, dan prominen merek pada sikap terhadap IGA dan niat beli pada merek yang diiklankan dalam game ini. Sebanyak 100 responden dengan rentang usia 16 sampai 35 tahun dilibatkan dalam penelitian ini. Analisis Partial Least Squares digunakan sebagai teknik analisis data. Hasil menunjukkan bahwa kesesuian, integrasi, dan prominen merek berpengaruh signifikan terhadap sikap konsumen terhadap IGA. Namun, hal tersebut tidak berpengaruh pada niat beli.Kata kunci: Kesesuaian merek, integrasi merek, prominen merek, sikap terhadap in-game advertising, minat beli

The Influence of Service Quality, Price Perception, and Store Atmosphere On Repurchase Intention (Case Study at The Teras Atas Cafe Surabaya) Pratiwi, Rheza Septiani; Soebandi, Santirianingrum; Dharmani, I. G. A. Aju Nitya
Quantitative Economics and Management Studies Vol. 1 No. 2 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

Repurchase intention is very influential in developing a business. Many factors affect repurchase intention, including service quality, perception price, and store atmosphere. The purpose of this study was to determine how the influence of service quality, perception price, and store atmosphere both simultaneously and partially effect on repurchase intention. The data was collected using a questionnaire. The research method uses as many random samples of 281 people. The analysis method using SPSS 18. The results of this study indicate that the independent variables simultaneously influence the dependent variable. This research evidenced from the significance value of 0.000 or less than 0.05 and the Fcalculation = 194.777 while the Ftable obtained 2.66 and this meaning that Fcalculation > Ftable. But in partial variable, service quality is not significant into repurchase intention as in the results of testing showing tcalculation = 0.961 < ttable = 1.968 with significance 0.337 > 0.05.

The Influence of Brand Images, Social Media Marketing, Prices and Reference Groups Towards Buying Decision In Swiwings Narotama Outlet Surabaya Monica, Septia Wahyu; Soebandhi, Santirianingrum; Wulandari, Ani
Quantitative Economics and Management Studies Vol. 1 No. 3 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

This study aims to examine the influence of Brand Image, Social Media Marketing, Price And Reference Groups towards Purchasing Decision in Swiwings Narotama Outlet. Data collection techniques used was questionnaire with the analysis technique of multiple linear regression. The study found that Brand Image, Price have no significant effect towards Purchasing Decision, meanwhile Social Media and Reference Group have a significant effect towards buying decisions at Swiwings Narotama Outlet in Surabaya. Simultaneously, Brand Image, Social Media Marketing, Price and Group References have a significant effect towards Buying Decisions in Swiwings Narotama Outlet.

The Effect of Green Marketing, Brand Image, and Atmosphere Store On Purchasing Decisions In Arei Adventure Store Surabaya 3 Aqsony, Yanuar Bachrul; Soebandhi, Santirianingrum; Wulandari, Ani
Quantitative Economics and Management Studies Vol. 1 No. 3 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

Purchasing decisions are one thing that is very influential in a product. Many factors influence purchasing decisions, including green marketing activities, brand image, and store atmosphere. The purpose of this study was to determine how the influence of green marketing, brand image, and store atmosphere both simultaneously and partially on purchasing decisions at Arei Adventure Store Surabaya 3. Data collection used was a questionnaire. The research method employed a random sample of 101 people. The analytical method mobilized was SPSS 24. The results of this study indicated that the independent variables simultaneously influence the dependent variable. This was evidenced from the significance value of 0,000 or less than 0.05 and F count = 27.791 while the F value was obtained at 2.70. Thus F count 27.791> F table 2.70. However, partially the green marketing variable was not significant to the purchase decision because the test results showed the value of t count = 1.425 0.05.

The Impact Of Lifestyle, Brand Awareness, Product Quality, On Purchasing Decisions And Repurchase Intention Julianti Fernanda Pasaribu; Santirianingrum Soebandhi; Joko Suyono; Damarsari Ratnasahara Elisabeth
Journal of World Conference (JWC) Vol. 2 No. 1 (2020): January 2020
Publisher : NAROTAMA UNIVERSITY, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/prd.v2i1.127

A large number of Indonesian people who live a healthy lifestyle makes organic agricultural products increasingly in demand because they have the best quality and health. Indonesia is a country that has a large population and is one of the countries that has an area of ??organic farming. Business people see the existence of organic food business opportunities to present products that are in line with market desires and stick to the hearts of consumers. Therefore, this study was prepared to analyze the impact of Lifestyle, Brand Awareness, and Product Quality on Purchasing Decisions and Repurchase Intention. This research is a quantitative research with a survey approach that uses a questionnaire of 100 respondents from consumers who buy organic products at the Surabaya Supermarket. The analysis technique used to prove the hypothesis is Partial Least Square (PLS). These results indicate that Lifestyle, Brand Awareness, Product Quality have a significant effect on Purchasing Decisions, and Purchasing Decisions have a significant effect on Repurchase Intention.

The Influence of Service Quality, Price Perception, and Store Atmosphere On Repurchase Intention (Case Study at The Teras Atas Cafe Surabaya) Rheza Septiani Pratiwi; Santirianingrum Soebandi; I. G. A. Aju Nitya Dharmani
Quantitative Economics and Management Studies Vol. 1 No. 2 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

Repurchase intention is very influential in developing a business. Many factors affect repurchase intention, including service quality, perception price, and store atmosphere. The purpose of this study was to determine how the influence of service quality, perception price, and store atmosphere both simultaneously and partially effect on repurchase intention. The data was collected using a questionnaire. The research method uses as many random samples of 281 people. The analysis method using SPSS 18. The results of this study indicate that the independent variables simultaneously influence the dependent variable. This research evidenced from the significance value of 0.000 or less than 0.05 and the Fcalculation = 194.777 while the Ftable obtained 2.66 and this meaning that Fcalculation > Ftable. But in partial variable, service quality is not significant into repurchase intention as in the results of testing showing tcalculation = 0.961 < ttable = 1.968 with significance 0.337 > 0.05.

The Influence of Brand Images, Social Media Marketing, Prices and Reference Groups Towards Buying Decision In Swiwings Narotama Outlet Surabaya Septia Wahyu Monica; Santirianingrum Soebandhi; Ani Wulandari
Quantitative Economics and Management Studies Vol. 1 No. 3 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

This study aims to examine the influence of Brand Image, Social Media Marketing, Price And Reference Groups towards Purchasing Decision in Swiwings Narotama Outlet. Data collection techniques used was questionnaire with the analysis technique of multiple linear regression. The study found that Brand Image, Price have no significant effect towards Purchasing Decision, meanwhile Social Media and Reference Group have a significant effect towards buying decisions at Swiwings Narotama Outlet in Surabaya. Simultaneously, Brand Image, Social Media Marketing, Price and Group References have a significant effect towards Buying Decisions in Swiwings Narotama Outlet.

The Effect of Green Marketing, Brand Image, and Atmosphere Store On Purchasing Decisions In Arei Adventure Store Surabaya 3 Yanuar Bachrul Aqsony; Santirianingrum Soebandhi; Ani Wulandari
Quantitative Economics and Management Studies Vol. 1 No. 3 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

Purchasing decisions are one thing that is very influential in a product. Many factors influence purchasing decisions, including green marketing activities, brand image, and store atmosphere. The purpose of this study was to determine how the influence of green marketing, brand image, and store atmosphere both simultaneously and partially on purchasing decisions at Arei Adventure Store Surabaya 3. Data collection used was a questionnaire. The research method employed a random sample of 101 people. The analytical method mobilized was SPSS 24. The results of this study indicated that the independent variables simultaneously influence the dependent variable. This was evidenced from the significance value of 0,000 or less than 0.05 and F count = 27.791 while the F value was obtained at 2.70. Thus F count 27.791> F table 2.70. However, partially the green marketing variable was not significant to the purchase decision because the test results showed the value of t count = 1.425 0.05.

Anak-anak dan Advergame: Pengaruh Pengalaman Flow dan Persuasion Knowledge pada Sikap dan Niat Pembelian Santirianingrum Soebandhi; Sri Hartini; Sri Gunawan
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Volume 14 Nomor 2 Tahun 2020
Publisher : Universitas Udayana

Playing a video game has become a favorite activity for children. One of the marketing efforts to attract their attention is by combining advertising and entertainment in the form of advergame or advertising game. Childhood is considered as a critical period towards the impact of advertising. As more advergame played especially intended for children, this study aims to analyze the effectiveness of advergame through flow experience and persuasion knowledge towards advergame and brand attitude as well as their purchase intention towards the embedded product in the game. This study was participated by 218 children aged 10-12 years old in Jakarta and Surabaya. Seven hypotheses were proposed to be analyzed further. Different from the previous studies, this study shows that attitudes on advergame do not influence the children intention to purchase the advertised product. The findings also offer some implications, limitations and directions to the future research.

Food Hoarding Intention during Covid-19 in Indonesia: the Role of Government Regulation as Moderating Variable Kristiningsih Kristiningsih; Santirianingrum Soebandhi
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Volume 16 Nomor 1 Tahun 2022
Publisher : Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2022.v16.i01.p02

The outbreak of Covid-19 in early 2020 has raised public anxiety because of the uncertainty about the impact of this outbreak. At the beginning of this outbreak, we often encountered unusual purchasing behavior. One of them is by hoarding food or buying basic needs in large quantities in anticipation of the possible impacts during the Covid-19 pandemic. Therefore, this study aims to analyze the effect of risk perception and the three components of Theory of Planned Behavior (TPB), namely: attitudes, subjective norms, and perceived behavioral control on individual intentions to hoard basic needs in order to understand individual responses to pandemic conditions. This study also adds government regulations related to Large-Scale Social Restrictions (PSBB) as a moderating variable. This study involved 194 respondents. The data obtained were then processed using the PLS-SEM method. The findings of this study indicate that food hoarding intention is influenced by risk perception and the three TPB components. Meanwhile, PSBB did not moderate the relationship between the three TPB components on food hoarding intention.

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