Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Mobile Games Impact on Food Marketing Towards Gen-Z

Authors
Anneu Suryani1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
*Corresponding author. Email: anneusuryani@upi.edu
Corresponding Author
Anneu Suryani
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_51How to use a DOI?
Keywords
Mobile games; Brand Attitude; Purchase Intention; Food marketing; Generation Z
Abstract

The rising use of co-branding strategy to expand the business has given rise to various phenomena. The latest phenomenon that emerged as a result of using this strategy is when McDonald executed this strategy and made their global sales beat Wall Street expectations of 39, 81%, according to analysts. This research aims to analyze the impact of the co-branding strategy in food marketing by collaborating with a mobile game for generation z. This research was descriptive, and the purposive sampling technique was used as a sampling method using questionnaires distributed to 50 respondents from generation z aged 15 – 25 years old who play mobile games and have purchased products from a company that conducted a co-branding strategy before the company released co-branded products. T-test, F-test, and simple linear regression were used to test the research model. The results of this study have implications for marketing professionals and add to the body of knowledge on food marketing. The results demonstrate game repetition’s favorable and considerable impact on brand attitudes and purchase intentions. Other factors that are not explained in this study influenced the rest.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
10.2991/978-94-6463-234-7_51
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_51How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anneu Suryani
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2023
DA  - 2023/09/29
TI  - Mobile Games Impact on Food Marketing Towards Gen-Z
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 503
EP  - 509
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_51
DO  - 10.2991/978-94-6463-234-7_51
ID  - Suryani2023
ER  -