Analisis Efektivitas Video Dokumenter Sebagai Meda Promosi Terhadap Generasi Z Di Batam: Studi Kasus Playstation
نویسندگان
چکیده
Video dokumenter adalah sebuah video yang menceritakan tentang fakta ada pada objek tertentu, tidak hanya berfungsi untuk menjelaskan dan memberikan informasi, tetapi juga dapat digunakan sebagai media promosi. Penelitian ini bertujuan mengetahui seberapa besar pengaruh dari advertising terhadap perilaku purchase intention dimediasi oleh brand awareness generasi Z di kota Batam. difokuskan kepada konsumen calon produk playstation. Variabel merupakan variabel independent, dependent, mediasi. dilakukan dengan menggunakan purposive sampling method jumlah 400 responden. perancangan metode MDLC (Multimedia Development Life Cycle) dilanjutkan penelitian pendekatan kuantitatif. Metode pengumpulan data menyebarkan kuesioner platform google form, aplikasi SPSS 26. Regresi Mediasi Kausal Step menguji Kota Hasil menunjukkan bahwa terdapat hubungan signifikan antara intention, serta berpengaruh intention. membuktikan peran mediasi dalam Dengan demikian, menyimpulkan faktor penting meningkatkan
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ژورنال
عنوان ژورنال: Intecoms
سال: 2023
ISSN: ['2614-1574']
DOI: https://doi.org/10.31539/intecoms.v6i1.5754