Pengaruh Kesesuaian Dan Kesatuan Terhadap Minat Pembelian Rolex Dalam Game F1 Mobile Racing Pada Mahasiswa Untar Dan Pengunjung Mall Ciputra Di Jakarta

Main Article Content

Giovanni Giovanni
Carunia Mulya Firdausy

Abstract

The purpose of this research is to obtain empirical evidence on the influence of congruity and integration of purchase intention on Rolex advertising brands in F1 mobile racing games. The study used 30 samples that had been selected (the sample realized the presence of Rolex in-game advertising) for a total of 30 respondents. Processing and testing this data using SmartPLS 3. The results of this research show that congruity and integration has no positive effect on purchase intention.

 

Tujuan penelitian ini adalah untuk memperoleh bukti empiris mengenai pengaruh kecocokan dan integrasi terhadap minat pembelian merek iklan Rolex di game f1 mobile racing. Penelitian ini menggunakan 30 sampel yang telah diseleksi (sampel tersebut menyadari adanya iklan Rolex dalam permainan) dengan total 30 responden. Pengolahan dan pengujian data ini dengan menggunakan SmartPLS 3. Hasil penelitian ini menunjukkan bahwa kecocokan dan integrasi tidak berpengaruh positif terhadap minat pembelian.

Article Details

Section
Articles
Author Biographies

Giovanni Giovanni, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

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