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"Salah satu topik yang banyak diteliti dalam advergames adalah mengenai kongruitas, karena kesesuaian antara dua objek dapat berpengaruh terhadap perubahan sikap terhadap objek tersebut, dimana dalam konteks advergame ini kongruitas dapat mempengaruhi sikap pemain terhadap brand yang diiklankan. Namun penelitian sebelumnya lebih banyak berfokus hanya kepada kongruitas brand-game, padahal terdapat kongruitas lain yang ada di dalam advergame seperti kongruitas self brand dan kongruitas self game. Tujuan utama penelitian ini adalah untuk meneliti dan melihat efek ketiga kongruensi tersebut dalam mempengaruhi sikap terhadap brand. Hasil penelitian ini menemukan bahwa kesesuaian antara pemain dengan brand dan kesesuaian antara pemain dengan game yang dimainkan juga memiliki peranan penting terhadap sikap pemain terhadap brand yang diiklankan.

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One of the topics examined in advergames is perceived congruity, a fit between two objects that, in this context, can affect the attitudes of game players towards the advertised brand. While prior studies were more focused only on brand game congruity, this study examines simultaneous effects of three pairs of congruities player, game, and brand in influencing attitudes towards the brand. The results of this study found that self brand congruity and self game congruity also play role in influencing players rsquo attitudes on the advertised brand."

"[Perkembangan ilmu pengetahuan dan teknologi menyebabkan percepatan perkembangan strategi marketing, terutama advertising dengan berbagai pilihan media yang tersedia. Namun sayangnya media yang ada tidak akan memberikan kesuksesan advertising apabila advertiser tidak mampu memahami media mana yang tepat. Masalah tidak selesai sampai disaat pemilihan media saja, namun bagaimana merancang konten iklannya dan bagaimana menempatkan brand atau produk didalamnya merupakan hal penentu kesuksesan berikutnya. Oleh sebab itu peneliti melakukan penelitian terhadap sebuah media advertising baru yang digadang-gadangkan sebagai solusi masalah efektifitas advertising, dan dipandang sebagai media modern, media tersebut adalah advergame, yaitu sebuah metode baru dalam dunia advertising yang merancang konten iklan dan konten game menjadi satu kesatuan, sehingga menjadi interaktif dan tidak membosankan. Dalam penelitian ini, peneliti menggunakan perbandingan tingkat congruity dan tingkat proximity (placement), sedangkan yang menjada standar ukur untuk menentukan efektifitas advertising yang digunakan dalam penelitian ini adalah explicit memory, implicit memory, attitude toward the brand, intention to play dan game enjoyment. Alat ukur dalam pengujian ini adalah ANOVA two ways (Univariate), yang mampu membandingkan secara rata-rata pilihan partisipan, sehingga bisa dianalisa kategori mana yang lebih baik dalam sebuah advergame.;Development of science and technology has accelerated and improved the strategy of marketing, primarily advertising in a particular media. Nevertheless, it would not be successful if the advertiser is not able to comprehensively understand which media that fits the goal at most. Moreover, the concept of advertisement content and brand placement are also important to concern to succeed the strategy. Thus the research tries to observe and analyze a new advertising media considered as solution of the advertising effectiveness issue as well as modern media. The media is advergame which is a brand new method and step in advertising that constructs the combination of advertisement content and game content in order to make it more interactive and attractive. The research employs congruity and proximity (placement) levels, while the measurement standards of advertising effectiveness are explicit memory, implicit memory, attitude toward the brand, intention to play, and game enjoyment. The estimation tool is Two-Ways ANOVA (Univariate) which is able to compare the mean of participants‟ choices so that it can be categorized preferable category of an advergame.;Development of science and technology has accelerated and improved the strategy of marketing, primarily advertising in a particular media. Nevertheless, it would not be successful if the advertiser is not able to comprehensively understand which media that fits the goal at most. Moreover, the concept of advertisement content and brand placement are also important to concern to succeed the strategy. Thus the research tries to observe and analyze a new advertising media considered as solution of the advertising effectiveness issue as well as modern media. The media is advergame which is a brand new method and step in advertising that constructs the combination of advertisement content and game content in order to make it more interactive and attractive. The research employs congruity and proximity (placement) levels, while the measurement standards of advertising effectiveness are explicit memory, implicit memory, attitude toward the brand, intention to play, and game enjoyment. The estimation tool is Two-Ways ANOVA (Univariate) which is able to compare the mean of participants‟ choices so that it can be categorized preferable category of an advergame., Development of science and technology has accelerated and improved the strategy of marketing, primarily advertising in a particular media. Nevertheless, it would not be successful if the advertiser is not able to comprehensively understand which media that fits the goal at most. Moreover, the concept of advertisement content and brand placement are also important to concern to succeed the strategy. Thus the research tries to observe and analyze a new advertising media considered as solution of the advertising effectiveness issue as well as modern media. The media is advergame which is a brand new method and step in advertising that constructs the combination of advertisement content and game content in order to make it more interactive and attractive. The research employs congruity and proximity (placement) levels, while the measurement standards of advertising effectiveness are explicit memory, implicit memory, attitude toward the brand, intention to play, and game enjoyment. The estimation tool is Two-Ways ANOVA (Univariate) which is able to compare the mean of participants‟ choices so that it can be categorized preferable category of an advergame.]"

"Dari sekian banyak cara untuk membangun brand image di dunia maya, penempatan iklan online pada suatu website telah menjadi suatu cara yang paling jitu dan paling banyak digunakan oleh para pengiklan. Meskipun penggunaannya telah sangat sering dan meluas, belum diketahui dengan jelas bahaya dan kerugian yang diakibatkan terhadap website yang menjadi host suatu iklan, khususnya dari sudut pandang pengakses situs yang dapat mempengaruhi sikap mereka atas website tersebut. Penelitian ini berusaha untuk menelaah isu tersebut dengan mengkaji lebih dalam pada aspek kongruitas iklan online terhadap sikap kinsmen. Penelitian ini menggunakan pendekatan kuantitatif dengan penggunaan regresi sederhana sebagai metode analisisnya. Data primer dikumpulkan melalui metode survey terhadap 100 responden dengan menggunakan pendekatan purposive sampling. Hasil dari penelitian ini mengindikasikan bahwa, meskipun terdapat pengaruh kongruitas iklan online terhadap sikap konsumen, pengaruh yang ditimbulkan sangatlah sedikit atau dengan kata lain tidak begitu signifikan.

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Of the many approaches to build a brand image on the internet, the placement of online advertising on the website has become one of the best way to enhance it. While the usage of online advertisement has been high and widespread, it is unclear whether the placement will cause harm or disadvantage for it's host website, especially from the way of visitor look at it in the way it could resulted in the change of their attitude towards the host website. This study addresses this issue by investigating the impact of online advertising placement and it?s congruity with the host website towards consumer attitude. This research used quantitative approach. As for the research analysis, simple regressions method was used. The primary data were collected through survey method with purposive sampling method using questionnaire given to 100 respondents. The result of this research indicate that online advertising congruity has such an insignificant impact towards consumer attitude. In addition of that, online advertising congruity indeed has some effect towards consumer attitude."

"Kopi memiliki efek berantai dalam membuka lapangan pekerjaan yang berdampak dalam perekonomian nasional. Hal ini bisa dilihat dari jumlah kedai kopi di Indonesia yang terus mengalami peningkatan, baik merek lokal maupun merek internasional. Dengan demikian, diperlukan strategi baru untuk membuat kedai kopi, khususnya merek lokal agar bisa bertahan di tengah industri kopi yang sangat kompetitif, sehingga penikmatnya boleh setia kepada merek-merek tertentu dan membuat keberlangsungan hidup merek kedai kopi semakin panjang. Untuk itu, penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi loyalitas konsumen melalui ciri-ciri kepribadian merek, kongruitas, dan kepercayaan merek pada industri kedai kopi lokal. Sampel yang digunakan berjumlah 328 responden dengan kriteria usia 18 tahun sampai 40 tahun dan telah mengunjungi salah satu di antara kedai kopi lokal (Djournal Coffee, Crematology, Filosofi Kopi, Kopi Kalyan, Anomali, One Fifteenth, dan Tanamera) minimal 3 kali dalam 6 bulan sejak kuesioner penelitian disebar, dan dianalisis menggunakan Structural Equation Modelling. Hasilnya menunjukkan bahwa kongruitas diri dan kongruitas fungsional memiliki pengaruh terhadap perilaku loyalitas konsumen, dengan pengaruh kongruitas diri yang paling besar.

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Coffee has a chain effect in creating jobs that have an impact on the national economy.

This can be seen from the number of coffee shops in Indonesia which continues to increase, both local brands and international brands. Thus, a new strategy is needed to make the coffee shop, especially local brands, so that they can survive during a very competitive coffee industry so that consumers can be loyal to certain brands and make the life of the coffee shop even longer. Therefore, this study aims to determine the factors that influence consumer loyalty behaviour through brand personality traits, congruity, and customer satisfaction in the local coffee shop. The sample was 328 respondents with criteria aged 18 years to 40 years and had visited one of the local coffee shops (Djournal Coffee, Crematology, Filosofi Kopi, Kopi Kalyan, Anomali, One Fifteenth, dan Tanamera) at least 3 times in 6 months since the research questionnaire was distributed, and analyzed using Structural Equation Modeling. The empirical results, in this study a statistical test showed that consumers used their personality to select the brand coffee shops that match with the concept itself."

"Penelitian ini dilakukan untuk melihat pengaruh kepribadian berdasarkan Big Five Theory dan motivasi dalam bermain game online terhadap tingkat adiksi pada gamer MMORPG. Alat ukur Indonesian Online Game Addiction Questionnaire digunakan untuk mengukur tingkat adiksi responden (Jap, Tiatri, Jaya, & Suteja, 2013), sedangkan pengukuran kepribadian dilakukan menggunakan Big Five Inventory (John & Srivastava, 1999) yang telah diadaptasi. Jumlah responden yang digunakan sebanyak 82 orang dengan karakteristik berada pada tahap perkembangan late adolescence dan bermain game online MMORPG selama 6 bulan terakhir. Hasil yang diperoleh dari penelitian ini adalah tidak adanya pengaruh yang signifikan dari kepribadian maupun motivasi dalam bermain game terhadap adiksi yang dimiliki individu. Walaupun ditemukan korelasi yang signfikan antara adiksi terhadap game online dengan tingkat extraversion individu dan durasi bermain selama seminggu.

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This research was conducted to see the effect of personality and gamers’ motivation of playing on MMORPG addiction. Indonesian Online Game Addiction Questionnaire was used to measure online game addiction (Jap, Tiatri, Jaya, & Suteja, 2013), while personality was measured using an adaptation of Big Five Inventory (John & Srivastava, 1999). Total respondents used in this research are 82 people from online games forums and communities. Respondents are late adolescents and plays MMORPG for the past 6 months.

The results from this research show that neither personality nor motivation of playing have any significant effect on MMORPG addiction. Yet there is negative significant correlation between extraversion and their duration of playing in a week with their addiction."

"Tujuan penelitian ini adalah untuk mendapatkan gambaran mengenai hubungan antara tingkah laku prososial dalam bermain MMORPG dan tingkah laku prososial di kehidupan nyata serta hubungan antara lama bermain MMORPG dan tingkah laku prososial dalam bermain MMORPG. Penelitian ini menggunakan dua alat ukur yang diadaptasi dari alat ukur Abidin (2000), yaitu Tingkah Laku Prososial dalam Bermain MMORPG dan Tingkah Laku Prososial di Kehidupan Nyata. Partisipan penelitian ini berjumlah 115 orang yang merupakan pemain MMORPG. Hasil penelitian ini menunjukkan bahwa terdapat hubungan positif satu arah yang signifikan antara tingkah laku prososial dalam bermain MMORPG dan tingkah laku prososial dalam kehidupan nyata pada pemain MMORPG (r = 0.418; p = 0.000). Hal ini menandakan bahwa semakin sering pemain MMORPG melakukan tingkah laku prososial dalam permainan MMORPG, maka ia akan semakin cenderung melakukan tingkah laku prososial di kehidupan nyata. Selain itu, hasil penelitian ini juga menunjukkan bahwa terdapat hubungan positif yang signifikan antara lama bermain MMORPG dan tingkah laku prososial dalam bermain MMORPG pada pemain MMORPG (r = 0.208; p = 0.026). Dengan kata lain, semakin lama pemain MMORPG bermain permainan tersebut, maka ia akan semakin cenderung melakukan tingkah laku prososial dalam permainan MMORPG. Berdasarkan hasil tersebut, game developer perlu menciptakan permainan yang mendorong pemainnya untuk melakukan tingkah laku prososial dengan pemain lain di dalam permainan tersebut sehingga mereka cenderung melakukan tingkah laku prososial di kehidupan nyata.

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The purpose of this research is to find the correlation between prosocial behavior in massively multiplayer online role playing game (MMORPG) and prosocial behavior in real life among MMORPG player. In addition, this research is also conducted to find the correlation between the length of playing MMORPG and prosocial behavior in MMORPG. the two instruments used this research are the Instrument of Prosocial Behavior in MMORPG and the Instrument of Prosocial Behavior in Real Life. Both of the instruments are adapted from Abidin (2000). The participants of this research are 115 MMORPG players.

The results of this research show that prosocial behavior in MMORPG significantly correlated with prosocial behavior in real life (r = 0.418; p = 0.000). That is, if the MMORPG player conduct prosocial behavior in the game, then he/she will tend to conduct prosocial behavior in real life. Moreover, the result of this research show that the length of playing MMORPG significantly correlated with prosocial behavior in MMORPG (r = 0.208; p = 0.026). That is, the longer someone play MMORPG, he/she will tend to conduct prosocial behavior in MMORPG. Based on this results, the game developer should create more games which will reinforce the players to conduct prosocial behavior in that game, so they will tend to conduct prosocial behavior in real life."

"Pertumbuhan populasi Muslim di dunia turut mendorong peningkatan permintaan terhadap produk halal. Kosmetik halal menjadi salah satu komoditas yang paling diminati, termasuk di Indonesia. "Wardah", merek kosmetik halal pertama di Indonesia milik PT Paragon Technology and Innovations, memiliki pangsa pasar kosmetik terbesar di Indonesia pada tahun 2018. Salah satu strategi yang dilakukan Wardah untuk meraih posisi tersebut adalah dengan men-sponsor-i acara Prambanan Jazz, Jazz Goes To Campus, dan The 90's Festival. Penelitian ini bertujuan untuk menganalisis pengaruh sponsorship terhadap merek halal berdasarkan Teori Kongruitas, melalui hubungan antarvariabel citra dari acara, merek sponsor, dan diri pengunjung acara. Hipotesis diuji menggunakan sampel berupa gabungan 331 orang pengujung acara tersebut dan structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa kongruitas sponsorship memiliki pengaruh positif terhadap pengembangan merek halal melalui penciptaan sikap positif atas merek yang nantinya juga mempengaruhi loyalitas konsumen.

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World's Muslim population growth has contributed to an increase in demand for halal products. Halal cosmetic is one of the most demanded commodities, including in Indonesia. "Wardah", Indonesia's first halal cosmetic brand owned by PT Paragon Technology and Innovations, had the largest share of Indonesia's cosmetics market in 2018. One of Wardah's strategies to achieve this position was by sponsoring the Prambanan Jazz, Jazz Goes To Campus, and The 90's Festival events. Using Congruity Theory, the purpose of this study was to examine sponsorship effects on halal brands based on the relationship among the images of the event, sponsoring brand, and visitor's self. The hypothesis was tested by 331 event visitors using structural equation modeling (SEM). The findings indicate that sponsorship congruity has positive influences on the development of the halal brand through the creation of positive brand attitude which, in turn, influence consumer's brand loyalty."