Mobile games impact of food marketing towards gen z
Anneu Suryani, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia

Abstract

This research aims to analyze the impact of mobile games in food marketing towards generation z. Purposive sampling technique was used as method sampling using questionnaires distributed to 50 respondens from generation z aged 15 - 25 years old. T test, F test, and simple linear regression were used to test the research model. The findings of this study are important for marketing practitioners as well as contribute to food marketing literatures. The result show that game repetition has positive and significant effect towards brand attitude and purchase intention. Other factors that are not explained in this study influenced the rest.

Keywords: Abstract-- This research aims to analyze the impact of mobile games in food marketing towards generation z. Purposive sampling technique was used as method sampling using questionnaires distributed to 50 respondens from generation z aged 15 - 25 years old. T test, F test, and simple linear regression were used to test the research model. The findings of this study are important for marketing practitioners as well as contribute to food marketing literatures. The result show that game repetition has positive and significant effect towards brand attitude and purchase intention. Other factors that are not explained in this study influenced the rest. Mobile games, Brand Attitude, Purchase Intention, Food marketing, Generation Z.

Topic: Marketing Management