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Theresia Mannuela Gultom
Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Jl. Diponegoro 52-60, Salatiga 50711, Telp.0298-311881
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Penempatan Produk Dan Kesesuaian Iklan Pada Minat Beli Yang Dimoderasi Sikap Merek Di Advergames Theresia Mannuela Gultom; Albert Kriestian NAN
Benefit: Jurnal Manajemen dan Bisnis Volume 1 No 1 Juni 2016
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v1i1.2368

Abstract

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.
Co-Authors Albert Kriestian Novi Adhi Nugraha