Pengaruh Paparan Iklan Terhadap Brand Awareness Serta Keinginan untuk Memainkan Game AoV

Authors

  • Abshar Aryun
  • Dimas Dwi Nugraha
  • Leonie Di Karachi
  • Muhammad Ruswan
  • Nabil Abdurrahman

DOI:

https://doi.org/10.37535/103001120208

Keywords:

Brand awareness;, Intention to Play;, Paparan Iklan, Mobile Games

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh strategi periklanan above the line dalam membentuk brand awareness dan intention to play pada mobile game “Arena of Valor†(AoV). Penelitian ini menggunakan metode kuantitatif dengan pendekatan klausal. Terdapat 3 (tiga) variabel yang diteliti dalam penelitian ini yaitu Paparan Iklan (x1) dan Brand Awareness (x2) sebagai variabel bebas, serta Brand Awareness (y1) dan Intention to Play (y2) sebagai variabel terikat. Peneliti menggunakan kuesioner sebagai alat pengumpulan data dengan jumlah sampel 107 orang.

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Published

2020-12-31

How to Cite

Aryun, A., Nugraha, D. D., Karachi, L. D., Ruswan, M., & Abdurrahman, N. (2020). Pengaruh Paparan Iklan Terhadap Brand Awareness Serta Keinginan untuk Memainkan Game AoV. COMMENTATE: Journal of Communication Management, 1(1), 95–108. https://doi.org/10.37535/103001120208

Issue

Vol. 1 No. 1 (2020): COMMENTATE: Journal of Communication Management

Section

Articles

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