Bagaimana Pengaruh Paparan Iklan terhadap Brand Awareness serta Keinginan untuk Memainkan Game Mobile Legends pada Generasi Z di Kota Batam?

Abstract

The research has the purpose  to know how mobile legends  advertising  strategy from  the brand awareness  and intention to play. This research uses the quantitative method with a clausal approach. There are 3 variables involved  in this research , which are Advertising Exposure (x1) and Brand Awareness (x2) as the independent  variables, also  Intention to Play (y) as the dependent variable. Researchers use questionnaires as means of collecting data in research with a total sample of 142 people.