Rahman, Mohammad Fadhlur (2020) Pengukuran Niat Perilaku Dalam Platform Teknologi Marketplace Game: Sudut Pandang Pengguna Dari Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Di era saat ini, orang telah terbiasa untuk mendapatkan suatu media secara online, tidak terkecuali pada game. pada 2017 diperkirakan ada 43,7 juta gamer aktif di Indonesia, menghabiskan total USD 879,7 juta untuk pengeluaran tahunan rata-rata USD 20,13 per orang. Ini menjadikan Indonesia sebagai pasar game terbesar dan paling cepat berkembang di Asia Tenggara. Menjadi esensial untuk memahami konsumen dalam upaya menghindari kemungkinan yang tidak diinginkan oleh perusahaan. Penelitian ini menyelidiki perspektif perilaku konsumen dalam hal Niat Perilaku terhadap pasar game. Dua teori perilaku, yaitu UTAUT 2 dan ECT digunakan sebagai model pengembangan. Model ini diuji kepada responden indonesia. Sebanyak 11 hipotesis dikembangkan dengan variabel-variabelnya diinstrumentasi melalui kuesioner. Structural Equation Model (SEM) digunakan sebagai alat analisis dikarenakan kompleksitas penelitian. Hasil penelitian ini ialah Effort Expectation, Social Influence, Habit, Price Value, dan Satisfaction memiliki dampak signfikan terhadap Behavior Itention. Dari keseluruhan model koefisien R2 dari BI pada model penelitian ini adalah 65% hal ini berarti terdapat 35% faktor diluar model ini yang dapat mempengaruhi BI. Harapan dari penelitian ini adalah dapat lebih memahami dengan baik perilaku konsumen terhadap penggunaan Marketplace game agar dapat digunakan sebagai referensi dalam pengambilan Langkah strategi perusahaan dibidang game. ====================================================================================================================================
In the current era, people have become accustomed to getting an online media, including the game. in 2017 there are an estimated 43.7 million active gamer in Indonesia, spending a total of USD 879.7 million for an average annual expenditure of USD 20.13 per person. This makes Indonesia the largest and fastest growing gaming market in Southeast Asia. It is essential to understand consumers in an effort to avoid possibilities that are not wanted by the company. This study investigates the perspective of consumer behavior in terms of Behavior Intention to the gaming market. Two behavioral theories, namely UTAUT 2 and ECT, are used as development models. This model was tested on Indonesian respondents. A total of 11 hypotheses were developed with the variables instrumented through a questionnaire. Structural Equation Model (SEM) is used as an analysis tool due to the complexity of the study. The results of this study are Effort Expectation, Social Influence, Habit, Price Value, and Satisfaction have a significant impact on Behavior Intention. From the overall R2 coefficient model of BI in this research model is 65%, this means that there are 35% of factors outside this model that can affect BI. The expectation of this research is to be able to better understand consumer behavior towards the use of Marketplace games so that they can be used as a reference in making corporate strategy in the field of gaming.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.834 3 Rah p-1 |
| Uncontrolled Keywords: | Kepuasan, Niat Perilaku, Games Marketplace, Unified Theory of Acceptance And Use of Technology 2, Expectation Confirmation Theory, Structural Equation Model, Satisfaction, Behavior Intention , Games Marketplace, Unified Theory of Acceptance And Use of Technology 2, Expectation Confirmation Theory, Structural Equation Model |
| Subjects: | H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis |
| Depositing User: | Mohammad Fadhlur Rahman |
| Date Deposited: | 17 Mar 2025 04:12 |
| Last Modified: | 17 Mar 2025 04:12 |
| URI: | http://repository.its.ac.id/id/eprint/76373 |
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