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All Journal Jurnal Siasat Bisnis Matrik: Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Jurnal Manajemen Teori dan Terapan JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS EQIEN - JURNAL EKONOMI DAN BISNIS Aptisi Transactions on Management Jurnal STIE Semarang (Edisi Elektronik) ASEAN Marketing Journal
Sri Gunawan
Universitas Airlangga
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Matrik: Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan

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Anak-anak dan Advergame: Pengaruh Pengalaman Flow dan Persuasion Knowledge pada Sikap dan Niat Pembelian Santirianingrum Soebandhi; Sri Hartini; Sri Gunawan
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan Volume 14 Nomor 2 Tahun 2020
Publisher : Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (540.837 KB) | DOI: 10.24843/MATRIK:JMBK.2020.v14.i02.p01

Abstract

Playing a video game has become a favorite activity for children. One of the marketing efforts to attract their attention is by combining advertising and entertainment in the form of advergame or advertising game. Childhood is considered as a critical period towards the impact of advertising. As more advergame played especially intended for children, this study aims to analyze the effectiveness of advergame through flow experience and persuasion knowledge towards advergame and brand attitude as well as their purchase intention towards the embedded product in the game. This study was participated by 218 children aged 10-12 years old in Jakarta and Surabaya. Seven hypotheses were proposed to be analyzed further. Different from the previous studies, this study shows that attitudes on advergame do not influence the children intention to purchase the advertised product. The findings also offer some implications, limitations and directions to the future research.
Co-Authors Badri Munir Sukoco Budi Purwono Fariha Wilisiani, Fariha Fauzi Dwi Krisdianto Gancar C. Premananto Jamaliah Jamaliah Jamaliah Jamaliah Jovi Sulistiawan Mahardika, Yefta Ngesthi Nirmala Dewi Putri Julieta Dewi R. Khairizza Mohammad Ramadania Ramadania Ramadania Ramadania, Ramadania Rosa Rilantiana Sayyida Sayyida Sigit Pribadi Soebandhi, Santirianingrum Sony Kusumasondjaja Sri Hartini Sri Hartini Syarief Nur Husin Wijayani, Suprih Wirianata, Herry