Advergame Shopee Tangkap on Shopee’s Brand Personality in Jakarta, Indonesia

摘要

This study aims to determine and explain the effect of the Shopee Tangkap advergame on the Shopee’s brand personality in Jakarta, Indonesia. The type of research is explanatory research with a quantitative approach. The population studied in this study were residents of DKI Jakarta who used Shopee and had played Shopee Tangkap with a total sample of 100 respondents. The sampling technique used was purposive sampling. The data collection method is done by distributing online questionnaires using Google Forms and analyses with SPSS. The results showed that there was a strong relationship between Shopee Games and Shopee's Brand Personality by obtaining a value of 0.788 in the correlation test. Shopee Games has an influence of 62% on Brand Personality and the remaining 38% is influenced by other factors not researched.