<![CDATA[The development of digital media has encouraged changes in marketing communication strategies, one of which is the use of in-game advertising as a medium for delivering brand messages within digital gaming environments. Roblox, as a user-generated content gaming platform, has interactive and immersive characteristics that provide opportunities for companies to reach young audiences. One example of this practice is GoPay's in-game advertising on the Roblox platform. This study aims to determine whether GoPay's in-game advertising on Roblox influences brand awareness among teenage users in Bekasi City and to determine the magnitude of the influence. This study employed a quantitative approach with an explanatory research method. The research population consisted of teenage Roblox users in Bekasi City who had been exposed to GoPay's in-game advertising, with a total sample of 100 respondents. Data were collected through a questionnaire using a Likert scale, while data analysis was conducted using simple linear regression with the assistance of IBM SPSS. The results indicate that GoPay's in-game advertising on Roblox has a positive and significant influence on brand awareness among teenage users in Bekasi City. This is indicated by a calculated t-value of 5.239, which is greater than the t-table value of 1.984, and a significance value of 0.000 < 0.05. The coefficient of determination (R Square) of 0.219 indicates that GoPay's in-game advertising contributes 21.9% to brand awareness, while the remaining 78.1% is influenced by other factors outside the scope of this study. Therefore, the more effective the implementation of GoPay's in-game advertising on the Roblox platform, the higher the brand awareness among teenage users in Bekasi City.]]>
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