COMMENTATE: Journal of Communication Management
Vol. 1 No. 1 (2020): COMMENTATE: Journal of Communication Management

Pengaruh Paparan Iklan Terhadap Brand Awareness Serta Keinginan untuk Memainkan Game AoV

Abshar Aryun (Unknown)
Dimas Dwi Nugraha (Unknown)
Leonie Di Karachi (Unknown)
Muhammad Ruswan (Unknown)
Nabil Abdurrahman (Unknown)

Article Info

Publish Date
31 Dec 2020

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh strategi periklanan above the line dalam membentuk brand awareness dan intention to play pada mobile game “Arena of Valor” (AoV). Penelitian ini menggunakan metode kuantitatif dengan pendekatan klausal. Terdapat 3 (tiga) variabel yang diteliti dalam penelitian ini yaitu Paparan Iklan (x1) dan Brand Awareness (x2) sebagai variabel bebas, serta Brand Awareness (y1) dan Intention to Play (y2) sebagai variabel terikat. Peneliti menggunakan kuesioner sebagai alat pengumpulan data dengan jumlah sampel 107 orang.

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Journal Info
COMMENTATE: Journal of Communication Management
Website

Abbrev

commentate

Publisher

London School of Public Relations

Subject

Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Description

The objective of COMMENTATE: Journal of Communication Management is to encourage research related but not limited to: 1. Corporate communication. Communication that involves a set of activities with external and internal stakeholders to create favourable conditions. 2. Media communication. ...