Pengaruh Penempatan Produk Dan Kesesuaian Iklan Pada Minat Beli Yang Dimoderasi Sikap Merek Di Advergames

Theresia Mannuela Gultom(1*), Albert Kriestian NAN(2)

(1) Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Jl. Diponegoro 52-60, Salatiga 50711, Telp.0298-311881
(2) Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana Jl. Diponegoro 52-60, Salatiga 50711, Telp.0298-311881
(*) Corresponding Author

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.

Keywords

Product Placement, Ads Congruity, Purchase intention, Consumers’ Attitude

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DOI: 10.23917/benefit.v1i1.2368

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