Advergame Shopee Tangkap on Shopee’s Brand
Personality in Jakarta, Indonesia
Yulianne Safitri
Marketing Communication Program,
Communication Department,
2021 International Conference on Information Management and Technology (ICIMTech) | 978-1-6654-4937-3/21/$31.00 ©2021 IEEE | DOI: 10.1109/ICIMTech53080.2021.9535106
Faculty of Economics & Communication
Bina Nusantara University
Jakarta, Indonesia 11480
yulianne82@binus.ac.id
Abstract— 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.
Keywords—advergames, branding, brand personality
I. INTRODUCTION
In the last 5 years e-commerce in Indonesia has grown
rapidly., the data shows that Tokopedia is the most visited
online store by the Indonesian people. The total visits reached
up to 1.2 billion visits. Then followed by Shopee with 837.1
million visits and Bukalapak with 823.5 million visitors [1]
Research conducted by Snapcart on e-commerce shopping
behavior in Indonesia shows the highest e-commerce
shoppers in Indonesia, namely DKI Jakarta (22%), West Java
(21%), East Java (14%), Central Java (9%), Banten (8%), and
North Sumatra (6%) [2]. Competition between e-commerce
companies is unavoidable. Each company tries to create and
develop an effective marketing strategy in reaching its
consumers. They are competing to make a strategy that is
creative and different from its competitors. Shopee has a
unique marketing strategy, this Singapore-based e-commerce
has its own way, by using media games to promote its
consumers. The game is called Shopee Games which can be
played through the Shopee application on smartphones.
Media games can be referred to as advertising games
(advergames). Previously, many companies and brands had
applied advergames as one of the promotional media. In 1996,
cereal brand Chex, released advergames, namely Chex Quest
with success. Games in the form of shooting games against
aliens have won the Golden EFFIE Award for Advertising
Effectiveness in 1996 and the Golden Reggie Award for
Promotional Achievement in 1998 [3]. In addition, in 2019,
the mobile phone accessories brand, Popsocket, was also
successful with advergames on their Facebook page, namely
Swappable Socket [4].
Shopee Tangkap is one of the games included in the
Shopee Games e-commerce feature of Shopee which first
appeared in August 2019 as part of the 9.9 Shopping Day
campaign. Shopee Tangkap utilizes Augmented Reality (AR)
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197
Diandra Nabila
Marketing Communication Program,
Communication Department,
Faculty of Economics & Communication
Bina Nusantara University
Jakarta, Indonesia 11480
diandra.nabila@binus.ac.id
technology, allowing users to see two-dimensional or three-
dimensional virtual objects projected against the real world
[5], increasing the user's sensory perception of the real
world with a layer of contextual information [6], and attracts
the attention of the public as well as companies with its
ability to integrate digital content with real-world
environments [7].
Shopee claims this feature is the first to be used in e-
commerce applications in Indonesia. In addition, according
to Rezki Yanuar, Shopee's Country Brand Manager,
innovation in app games is Shopee's strategy to engage users,
such as being longer and active on the Shopee platform [8].
In this game, players must catch as many coins into the
container as possible within a predetermined time using the
camera feature on the smartphone. While playing, the
application will detect the player's face. In the face display, a
container for catching coins will appear. Slide your head right
and left to catch the falling coins. Every coin earned and
collected can be used to shop at Shopee. The player must
avoid the bombs because it can reduce points. To play the
game can only be played at certain hours, 09.00 WIB and
21.00 WIB.
The Global Web Index states that the growth of e-
commerce in Indonesia continues to increase, Indonesia is the
country with the highest e-commerce adoption rate in the
world in 2019 [9]. Competition between e-commerce
companies is inevitable. Shopee currently has 7 kinds of
games available at Shopee Games, namely, Shopee Tangkap,
Shopee Tanam, Shopee Lempar, Shopee Potong, Shopee
Lucky Prize, Shopee Photo Challenge, and Shopee Serba 10
ribu. For each game, Shopee provides prizes in the form of
discount vouchers, cashback, or free shipping. There is even a
grand prize in the form of a smartphone or other gadget.
Through games, it is hoped that it can bring more
opportunities to grow user transactions for Shopee and form a
Shopee brand personality so that it can be recognized and
distinguished from other brands. Using a character or
personality in a brand can make communication about the
brand to target users easier. Users feel more familiar and can
feel an emotional connection with the brand. Shopee Games,
which is Shopee's advergames, is an advertising medium that
is not only used as a promotional medium, but also provides
experiences and impressions for its users. This research will
discuss about the influence of Advergame Shopee Tangkap on
Shopee's brand personality in Jakarta, Indonesia.
II. LITERATURE REVIEW
A. Advergame
Advergames is a kind of persuasive videogame, which
means installing procedural rhetoric effectively [10], a type of
19-20 August 2021
game that explicitly or thoroughly incorporates promotional
content as a marketing tool into a game [11]. Advergames has
been around for a long time, but continues to change and
develop from time to time [12]. Advergames are not only in
the form of video games, but traditional forms of games such
as monopoly, snakes and ladders, and chess, can be an
advergames provided there is brand awareness in them [13].
Advergames players receive messages on advertisements or at
least on products or companies featured in the game. It is clear
that players remember quite a number of details, such as the
location of different logos [14]. It is suggested that advergame
should be used for brands known by players to increase brand
impression rather than to create brand awareness of new
products to audiences [15].
The advergame types can be divided into two main groups.
First, based on the company's desire to promote its products:
associative, illustrative and demonstrative. Meanwhile, the
second group is based on the advergame platform: online
games and offline games [16].
The advantages of advergame are as follows [17]:
1. Low-cost marketing compared to traditional
advertising such as television and radio.
2. Advergame users can submit valuable personal
information about their demographic profile,
behavior, needs, attitudes and preferences.
3. Higher customer retention compared to
conventional media usage; the average time spent
on Advergame is 7 to 30 minutes.
4. Viral marketing. As many as 81% of the players will
send information via the internet to their friends to
try a game, they think is interesting.
B. The AIDA in Advergame Context
Broadly speaking, there are two main perspectives that
state how advertising can work [18], the first, the strong
theory of advertising, is considered to have the power to
inform, persuade and sell and the second is the weak theory
of advertising which sees the power of advertising a little bit
softer.
The classical strong theory of advertising hierarchical
model suggests a rational and sequential approach to
advertising as in the AIDA (attention, interest, desire, action)
model below which has been modified in the context of the
advergame:
Fig. 1. The AIDA Model in Advergame Context [19]
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198
Advergames helps attract and retain players' attention and
make them aware of a particular brand. In advergames, a
brand can put a big and strong product or brand image
element, big writing, and striking colors, generate consumer
interest by inserting advertisements that allow players to
interact with the brand and learn about the special features and
characteristics of a product. Elements in video games, such as
character design, interface design, contribute to increasing
passion. Marketing tools that exist in advergames,
promotions, discounts, and giving vouchers to players can
encourage consumers to take action. Video games create an
environment where players are in an active state of mind,
marketers can easily promote action, as a pleasant benefit of
controlling the action of the game.
C. Shopee’s Brand Personality
Shopee is an e-commerce company that was founded in
2009. Shopee is one of the companies in the SEA Group based
in Singapore. Since 2015, Shopee has expanded its reach to
Malaysia, Thailand, Taiwan, Vietnam, Philippines and
Indonesia. Shopee has a personality that shows on every
Shopee’s milestone aims to define a Shopee brand. The three
key attributes are Simple, Happy, Together.
Fig. 2. Shopee Brand Personality [20]
The simple personality’s Shopee requests to show is a
belief in simplicity and integrity. Ensure an honest life, be
humble and be yourself. The happy personality in inquiry is
that Shopee is a friendly, cheerful person, full of energy, and
spreads happiness to everyone he meets. The last one is
Together, means doing the things we love as a whole. Enjoy
quality time together while shopping online with friends and
family.
Aaker (1997) describes a brand personality model
consisting of 42 loading characteristics on 15 aspects and 5
factors in the analogy of the top five personality models
according to Goldberg, namely Sincerity, Excitement,
Competence, Sophistication, and Ruggedness [21]. The
strength of brand personality lies in the long-term
sustainability of the legacy by the interaction between the
brand and its environment [22].
Advergame Brand Personality
(Variable X) (Variable Y)
1. Attention 1. Sincerity
2. Interest 2. Excitement
3. Desire 3. Competence
4. Action 4. Sophistication
(Egan, 2015) 5. Ruggedness
(Lieven, 2018)
Fig. 3. Research Design
19-20 August 2021
 Ho Advergame Shopee Tangkap has no effect on Shopee's
brand personality in Jakarta, Indonesia
Ha Advergame Shopee Tangkap has effect on Shopee’s
brand personality in Jakarta, Indonesia
III. RESEARCH METHOD
The approach in this study uses quantitative, to test the
objective theory by examining the relationship between
variables. These variables, in turn, can be measured, usually
on instruments, so that numerical data can be analyzed using
statistical procedures [23]. Explanative research design using
a survey. Questions will be distributed in the form of a
questionnaire and the results will be analyzed using SPSS. The
independent variable (X) in this study is Shopee Games and
the dependent variable (Y) is Brand Personality. The
population in this study were residents of DKI Jakarta. Based
on data from the Central Statistics Agency [24], the population
of DKI Jakarta is 10,570,000 people. The residents of DKI
Jakarta were chosen because Jakarta is the capital city of
Indonesia and can represent Shopee users in Indonesia.
TABLE I. OPERATIONALIZATION OF VARIABLES
Variable Dimension Indicators Scale
Advergame Attention Knowing game Likert
(X) Noticing game
Interest Try to find out
about game
population in this study. Thus that 100 people were obtained
as research respondents.
n = 10,570,000/ 1 + 10,570,000 x (0,1)2
n = 10,570,000/ 105,700
n = 100
IV. RESEARCH RESULT & DISCUSSION
Based on the questionnaire distributed, 54% were women
and 46% were men with an age range of 15-24 years of 53%,
44% were aged 25-34 years and 3% were over 35 years old,
47% worked as private employees, 41 % as students, 3% as
students, 2% work as housewives, 1% are freelancers, 1%
employees of government-owned companies and 1% work as
government employees.
The Variable Advergame Shopee Tangkap consists of the
dimensions of Attention, Interest, Desire, Action [18]. The
effect will be calculated on the Shopee brand personality with
the dimensions of Sincerity, Excitement, Competence,
Sophistication, Ruggedness [21]. Based on the results of the
validity test for each variable, all values of r count > r Table
(0.195), the significance value of both variable < 0.05, it is
concluded that all questionnaire items are valid.
TABLE II. INDEX AVERAGE PERCENTAGE OF RESPONDENTS
ANSWERS ON ADVERGAME VARIABLES
Dimensions Percentage
Attention 82,7%

Interested to play Interest 70,0%

the game
Desire 75,6%
Desire Have desire to
play the game Action 53,6%
Have enthusiasm
to play the game
Among the four dimensions, the dimension that has the
Action Decided to play highest average answer index frequency is the Attention
the game
dimension, which is 82.7%. Based on the percentage of
Planned to answers to the questionnaire according to Ferdinand [25] this
recommend the percentage value is included in the High criteria. The
game
statement that has the highest answer index value is "the name
Brand Sincerity Honest Likert Shopee Tangkap is easy to remember", this shows that the
Personality respondent agrees that the advergame Shopee Tangkap can
Helpful
(Y) attract the respondent's attention to decide to play the game.
Excitement Up to date The lowest average frequency index for the respondents'
Enthusiastic answers is the Action dimension with 53.6% and shows that
the percentage value falls into the medium criteria. The
Competence Reliable
statement that has the smallest index value is "I bought tokens
Smart to get additional opportunities to play Shopee Tangkap", this
Sophistication Upper-class shows that not all respondents repeatedly played the Shopee
Tangkap advergame.
Charming
Ruggedness Tough TABLE III. INDEX AVERAGE PERCENTAGE OF RESPONDENTS
ANSWERS ON BRAND PERSONALITY VARIABLES
Adventurous
Dimensions Percentage
Sincerity 75,9%
The sample of this research is non-probability, purposive Excitement 81,0%
sampling technique with the criteria of being Shopee
customers who are domiciled in Jakarta and have played Competence 74,1%
Shopee Tangkap at least once in the last 1 month, distributed Sophistication 69,1%
through the direct message column and comments on Shopee's
social media. The number of samples is determined by the Ruggedness 69,3%
Slovin formula with an error rate of 10%. An error rate of 10%
is believed by the researcher to be able to represent the entire

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 Based on the results of the average frequency of the index Sig. (2-tailed) .000
values, respondents agree, Shopee Tangkap can symbolize N 100 100
Shopee as an e-commerce brand that is trendy, fun, unique, Brand
Pearson Correlation .788** 1
Personality
and up to date, which is an indicator of the Excitement
dimension. In addition, Shopee Tangkap can also symbolize Sig. (2-tailed) .000
the Sincerity dimension to Shopee through easy-to-use, N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
original, and simple indicators. Finally, Shopee Tangkap
The r value of 0.788 in the interval correlation coefficient
symbolizes Competence towards Shopee through one of 0.71-0.90 indicates a high relationship. The r-table value of
indicator, smart. 0.195 shows a significant or significant value, not just a
coincidence [26]. It can be concluded, there is a positive
correlation with the strength of a high or strong relationship
TABLE IV. VARIABLE ADVERGAME RELIABILITY TEST
between the Advergame variable and the Brand Personality
Reliability Statistics variable.
Cornbach’s Alpha N of Items These results are consistent with previous research which
.924 16 shows that when playing advergames, flow and self-construal
interact with each other to influence the perception of brand
personality [27]. Flow experience on mobile advergames can
The results of Cornbach's Alpha reliability testing of have an influence on brand perception and buying interest
0.924> 0.8-1.00 indicate that the data on this questionnaire are [28].
very reliable. TABLE VIII. DETERMINATION COEFFICIENT TEST

TABLE V. VARIABLE BRAND PERSONALITY RELIABILITY Model Summary

TEST
Model R R Square Adjusted R Std. Error
Reliability Statistics Square of the
Estimate
Cornbach’s Alpha N of Items
1 . 788a .620 .616 10.74790
.965 22
a. Predictors: (Constant), Advergame

The value of r Square (R2) in the form of X value in

The results of Cornbach's Alpha reliability testing of regression mode is 0.620, indicating that there is a
0.965> 0.8-1.00 indicate that the data on this questionnaire are contribution of the influence of the Advergames variable to
very reliable. the brand personality variable by 62%. While the remaining
38% is influenced by other factors not examined in this study,
TABLE VI. ONE-SAMPLE KOLMOGOROV-SMIRNOV TEST such as conventional advertising, use of brand ambassadors,
user shopping experience and other promotional media used
Unstandardized by the object of research.
Residual The t Table value is calculated by the formula:
N 100 Df = n – k
a,b
Normal Parameters Mean .0000000 N = Number of respondents 100 people
Std. Deviation 10.69348090 K = number of research variables 2
Most Extreme Differences Absolute .078 So that the value of Df 98 is obtained with the sig level.
Positive .066 5% (0.025), then the t table is 1.987.
Negative -.078 TABLE IX. T TEST
Test Statistic .078 Coefficientsa
Asymp. Sig. (2-tailed) .135c Model Unstandardized Standardized t Sig.
Coefficients Coefficients
a. Test distribution is Normal.
B Std. Beta
b. Calculated from data. Error
c. Lilliefors Significance Correction.
1 (Constant) 18.194 5.053 3.601 .001

The significance value is 0.135> 0.05, it can be concluded Advergame 1.101 .087 .788 12.650 .000
that the residual value is normally distributed.
a. Dependent Variable: Brand Personality
TABLE VII. CORRELATION TEST RESULT
Based on the table t IS 12.650 then, t table 1.987 means:
Brand
Advergame
Personality Ho is rejected and H1 is accepted

Advergame Pearson Correlation 1 .788**

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 The conclusion of this research is that there is an influence
between Advergame Shopee Tangkap on Shopee brand
personality.
Based on the table above, it is known that the constant
value is 18.194 and the value of the Advergame variable is
0.788, so the simple linear regression equation in this study is:
Y = a + bX
Y = 18,184 + 0,788X
Thus, if there is no increase in the value of the variable X
(advergame) then the value of the variable brand personality
(Y) is 18.194, and for every 1 addition the value of the
advergame variable (X), the value of brand personality
participation increases by 0.788.
Based on previous research, games can be a good
marketing tool and encourage users to move along with
instructions in the game and are effective as the delivery of
messages for a product campaign [29]. This is supported by
other research which says that in general advergames apply a
persuasive mechanism and show that advergames have the
power to persuade messages to customers [30]. Other
research also states that advergames affect brand recognition
and help in customer relationship management [16].
Therefore, it can be seen that advergames can be a medium
to convey messages from brands to customers. This can be
seen from Shopee Games, which can convey Shopee's brand
personality message.
Shopee Tangkap is Shopee's advergames that can be
categorized as a form of advertising media which is part of
the brand experience that Shopee users can experience.
Advertising and brand experience are the drivers of brand
personality [31]. This is similar to previous research which
explains that the brand experience gained by visitors
positively affects brand personality [32]. Shopee Tangkap
games positively influence brand personality, especially on
the dimensions, Sincerity, Excitement, and Competence. The
use of brand personality against advergames can provide an
effective way to create brand differentiation and generate
positive consumer behavioral intentions [33]. In previous
research, it was stated that with the formation of a brand
personality from advergames, it can show a virtual brand
identity in a brand [34]. Advergames is also an integrated
marketing communication media that can convey messages
to customers. This is in accordance with the results of this
study which states that Shopee Tangkap Advergame can have
an influence on Shopee's brand personality. So, with the
Shopee brand personality message conveyed through Shopee
Games, it can form a virtual brand identity from Shopee.
V. CONCLUSION
Based on the results of the research that has been done,
it can be concluded that there is a high relationship between
Shopee Games and Shopee's brand personality. This
conclusion is obtained from the results of the correlation
coefficient test that has been carried out. It can be proven that
Shopee Games has an influence on Shopee's Brand
Personality 62% and the remaining 38% is influenced by
other factors not examined in this study. This is obtained from
the results of the coefficient of determination.
This research is only limited to the effect of one type of
game on Shopee on Shopee's brand personality in Jakarta,
Indonesia, further research can be done on other types of
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201
games owned by Shopee and their influence in other big cities
in Indonesia. The research is expected to be input and used as
initial research to examine the effect of advergames on the
overall Shopee brand personality in Indonesia. For Shopee,
this research can be input for creating and promoting
advergames to maximize their effect on the company,
especially brand personality.
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19-20 August 2021