[ABSTRAK
Tesis ini menganalisis mengenai bagaimana experience pada Advergame TehPucuk Harum dapat mempengaruhi Purchase Intention kepada produk teh pucukharum melalui hedonic affection toward advergame, utilitarian affection towardadvergame, attitudes toward brand, dan purchase intention pada target pasar tehpucuk harum. Penelitian ini melihat hubungan antara advergame sebagai mediaadvertising yang memiliki banyak potensi di masa depan nanti kepada purchaseintention produk yang diiklankan melalui advergame. Model Penelitian inidiadaptasi dari Penelitian Lai dan Huang (2011) yang melakukan penelitian terkaitpengaruh attitude toward advergaming terhadap purchase intention dengan jugaadaptasi dari Advertising effect dari Belch & Belch. Di mana didalam jurnaltersebut itu menggunakan advergame dari brand fiktif berupa pulpen. Terdapat 5hipotesis yang diuji. Berdasarkan 155 responden dengan populasi umur 17 sampai30 tahun, peneliti menemukan hedonic affection toward advergame dan utilitarianaffection toward advergame memiliki pengaruh yang positif terhadap purchaseintention, sedangkan attitudes toward the brand tidak mempengaruhi purchaseintention. Hedonic affection toward advergame dan utilitarian affection towardadvergame memiliki pengaruh yang positif terhadap attitudes toward brand

---

ABSTRACT
This thesis studied about how the experience on Teh Pucuk Harum?s Advergamecan affect the Intention to Purchase the teh pucuk harum?s products throughaffection toward advergame hedonic, utilitarian affection toward advergame,attitudes toward the brand, and purchase intention to the teh pucuk harum?s targetmarket. This study looked at the relationship between advergame as an advertisingmedia that has a lot of potential in the future to purchase intention of products thatis advertised through the advergame. The research model was adapted fromresearch Lai and Huang (2011) who conduct research related to the influence ofattitude toward advergaming also purchase intention with the adaptation ofAdvertising effect of Belch & Belch. Where in the journal of the advergame usinga fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155respondents to the population aged 17 to 30 years old, researchers found that theaffection toward hedonic and utilitarian advergame affection toward advergame hasa positive influence on purchase intention, while attitudes toward the brand doesnot affect the purchase intention. Hedonic and utilitarian affection towardadvergame affection toward advergame has a positive influence on attitudes towardthe brand., This thesis studied about how the experience on Teh Pucuk Harum?s Advergamecan affect the Intention to Purchase the teh pucuk harum?s products throughaffection toward advergame hedonic, utilitarian affection toward advergame,attitudes toward the brand, and purchase intention to the teh pucuk harum?s targetmarket. This study looked at the relationship between advergame as an advertisingmedia that has a lot of potential in the future to purchase intention of products thatis advertised through the advergame. The research model was adapted fromresearch Lai and Huang (2011) who conduct research related to the influence ofattitude toward advergaming also purchase intention with the adaptation ofAdvertising effect of Belch & Belch. Where in the journal of the advergame usinga fictitious brand on ballpoint. There are 5 hypotheses were tested. Based on 155respondents to the population aged 17 to 30 years old, researchers found that theaffection toward hedonic and utilitarian advergame affection toward advergame hasa positive influence on purchase intention, while attitudes toward the brand doesnot affect the purchase intention. Hedonic and utilitarian affection towardadvergame affection toward advergame has a positive influence on attitudes towardthe brand.]