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Analisis Pengaruh Flow in Game Advertising Terhadap Purchase Intention Bagi Generasi Z
This study aims to determine the effect of flow on advergames on purchase intention for game players who come from generation Z. In addition, another purpose of this study is to examine the effect of the five prerequisites for flow, namely skills, challenges, interactivity, focused attention. , and telepresense on the effect of flow when playing advergames. The sample that the researchers used in this study were Indonesian residents from Generation Z who were actively playing games in the last 6 months. This research data was collected using an online questionnaire from Google form and was conducted with a sample of 244 respondents who came from generation Z and actively played games. Data processing in this study was carried out using the structural equation (SEM) method which showed the results that flow would affect purchase intention on brands advertised using advergames for generation Z..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13233 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Flow Advergames |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 106 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |