Identifikasi Determinan Loyalitas dan Minat Pembelian Virtual Item Online Game: Studi Kasus pada Game DOTA 2

Maddarangan, Ibnu Fadil (2018) Identifikasi Determinan Loyalitas dan Minat Pembelian Virtual Item Online Game: Studi Kasus pada Game DOTA 2. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri game di Indonesia bertumbuh secara positif tiap tahunnya. Berdasarkan fakta tersebut, banyak peneliti yang tertarik untuk meneliti online game. Penelitian yang membahas determinan loyalitas dan minat pembelian pada online game belum banyak dilakukan. Sehingga, penelitian ini bertujuan untuk mengidentifikasi determinan loyalitas dan minat pembelian pemain berbayar maupun tidak berbayar pada online game. Penelitian ini diuji melalui online survey terhadap 830 pemain DOTA 2 di Surabaya, yang terdiri dari 667 pemain berbayar dan 163 pemain tidak berbayar. Metode penelitian yang digunakan adalah analisis deskriptif, Structural Equation Modeling (SEM) dan Analysis of Variance (ANOVA). Hasil penelitian ini menunjukkan bahwa otoritas visual dan kepuasan kebutuhan sosial pemain berbayar memengaruhi loyalitas, sedang otoritas visual, kepuasan kebutuhan sosial, dan value for money memengaruhi loyalitas pemain tidak berbayar. Otoritas visual, value for money, dan kompetensi karakter memengaruhi minat pembelian pemain berbayar, sedang kepuasan kebutuhan sosial dan value for money memengaruhi minat pembelian pemain tidak berbayar. Terlebih, perbedaan yang signifikan ditemukan pada kepuasan kebutuhan sosial dan loyalitas pemain berbayar dan tidak berbayar. Sehingga, perusahaan yang bergerak pada industri game dapat mengetahui strategi yang perlu diterapkan dalam meningkatkan pendapatan pada online game. =========================================================Game industry is positively increasing every year. Based on that fact, researchers are interested in online game research. Research about loyalty and purchase intention in online game is not conducted yet. Thus, this research aims to identify the determinants of loyalty and purchase intention from the paid and unpaid players. This research used online survey from 830 online game players DOTA 2 in Surabaya consist of 667 paid players and 163 unpaid players. Research methods used are descriptive analysis, Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA). The results of this research stated that visual authority and social need satisfaction of paid players affect loyalty, while visual authority, social need satisfaction, and value for money affect loyalty of unpaid players. Visual authority, value for money, and character competency affect purchase intention of paid player, while social need satisfaction and value for money affect purchase intention of unpaid player. Moreover, there is a significant difference between social need satisfaction and loyalty of paid and unpaid players. Therefore, companies in game industry can understand the required strategies to implement in order to increase revenue in the online game.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Virtual Item; Online Game; Loyalitas; Minat Pembelian; loyalty; and purchase intention
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > GV1469.2 Computer games
T Technology > T Technology (General)
Divisions: Faculty of Business and Management Technology > Business Management
Depositing User: Ibnu Fadil Maddarangan
Date Deposited: 18 Jan 2018 04:02
Last Modified: 18 Jan 2018 04:02
URI: http://repository.its.ac.id/id/eprint/49537

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