Image of Analisis Pengaruh Advertising Value pada In-Game Ads Terhadap Purchase Intention Pemain Game Kalangan Gen-Z di Kawasan Jabodetabek

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Analisis Pengaruh Advertising Value pada In-Game Ads Terhadap Purchase Intention Pemain Game Kalangan Gen-Z di Kawasan Jabodetabek

The rapid growth of gamers in Indonesia makes games one of the promising advertising media that can reach a large audience. However, research on in-game advertising is still too few, especially in Indonesia. Therefore, this study aims to determine the factors that increase the value of advertising on in-game ads using the Advertising Value Model and its impact towards gamers’ purchase intention. The samples used in this study are game players belonging to Generation Z and domiciled in the Jabodetabek Region. There were 162 respondents collected using a purposive sampling method. Then processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). The results of this study show the importance of the advertising value and help marketers and organizations to understand what factors are important and relevant in creating advertisements to increase purchase intention, especially in games. Advertising value is represented by informativeness, incentives, irritation, credibility, personalization, and entertainment. This research is expected to help companies to understand the importance of advertising value to increase audience purchase intention..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13474PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Advertising
Purchase intention
Game industry
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiii, 108 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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