Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Virtual Item Dalam Online Mobile Game. Studi Kasus: Mobile Legends Bang Bang

Rahmadianti, Rida Nur (2021) Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Virtual Item Dalam Online Mobile Game. Studi Kasus: Mobile Legends Bang Bang. Undergraduate thesis, INSTITUT TEKNOLOGI SEPULUH NOPEMBER.

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Abstract

Perkembangan industri game dari tahun ke tahun memiliki pergerakan yang terus meningkat. Peningkatan tersebut terjadi dalam skala global maupun skala lokal. Pada tahun 2020, saat industri lain terkena dampak dari pandemi COVID-19, industri game justru mengalami pertambahan jumlah pengguna. Dari data yang dirilis oleh Newzoo dalam laporan Pasar Game Global 2020, industri game memiliki nilai pendapatan sebesar $159,3 miliar, 9,3% lebih tinggi daripada tahun sebelumnya. Pasar game di Indonesia sendiri pun dilaporkan memiliki penghasilan senilai $1,1 miliar di tahun 2018, menjadikan Indonesia sebagai salah satu negara terbesar pengguna game di Asia Tenggara.

Akan tetapi, pertumbuhan pasar game Indonesia tidak dibarengi dengan penguasaan industri game lokal terhadap pasar game Indonesia, karena saat ini industri game lokal hanya mampu menguasai sebanyak 0,4% dari total nilai pasar game Indonesia. Salah satu cara untuk meningkatkan pendapatan industri game di Indonesia adalah dengan melakukan pembelian atas virtual item yang ada pada game buatan developer Indonesia. Pada tahun 2018, terbilang sebanyak 94% dari pemain game di Indonesia telah melakukan pembelian barang atau konten di dalam game. Sehingga, faktor-faktor yang memengaruhi keputusan pembelian pemain sangatlah penting untuk dipelajari bagi industri game Indonesia untuk menentukan langkah strategi yang harus dilakukan developer agar terus menarik minat pembelian pemain.

Penelitian ini mengambil sampel dari pemain game Mobile Legends: Bang Bang yang akan diaplikasikan untuk game Lokapala yang merupakan game Multiplayer Online Battle Arena (MOBA) dari Indonesia. Penelitian diolah menggunakan PLS-SEM dengan hasil bahwa dedikasi pada karakter, kemudahan, dan rasa timbal balik memiliki pengaruh langsung terhadap minat pembelian. Sedangkan
kebutuhan pemain membutuhkan loyalitas untuk berpengaruh terhadap minat pembelian yang membuat loyalitas sebagai variabel penting yang berpengaruh terhadap minat pembelian. Kemudian terdapat framework tambahan berupa model AIDA (Attention, Interest, Desire, Action) yang digunakan untuk menganalisis strategi developer game Mobile Legends: Bang Bang dalam mengiklankan virtual item yang akan dirilis.
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The development of the game industry from year to year has an increasing movement. This increase occurred not only on a global scale, but also on local scale. In 2020, when other industries are affected by the COVID-19 pandemic, the game industry experienced an increase in the number of users. From data released by Newzoo in its 2020 Global Game Market report, the game industry had a
revenue value of $159.3 billion, 9.3% higher than the previous year. The game market in Indonesia itself is reported to have revenue of $1.1 billion in 2018,
making Indonesia as one of the countries with largest game users in Southeast Asia.

However, the growth of the Indonesian game market is not in line with the domination of the local game industry over the Indonesian game market. Currently the local game industry is only able to control as much as 0.4% of the total value of the Indonesian game market. One way to increase the income of the game industry in Indonesia is by purchasing virtual items in games made by Indonesian
developers. In 2018, as many as 94% of game players in Indonesia have made purchases in-game goods or contents. Thus, the factors that affect player’s purchasing decisions are very important for the Indonesian game industry to study to determine the strategic steps that developers must take in order to continue to attract player’s purchasing interest.

This study takes samples from players of Mobile Legends: Bang Bang and will be applied to Lokapala which is a Multiplayer Online Battle Arena (MOBA) game from Indonesia. The research was processed using PLS-SEM with the results that character’s dedication, convenience, and reciprocity have a direct affect on purchase intention. While player’s need requires loyalty to affect purchase interest which makes loyalty as an important variable that affects purchase interest. Then there is an additional framework in the form of AIDA model (Attention, Interest, Desire, Action) which is used to analyze the strategy of the Mobile Legends: Bang Bang developer in advertising virtual items that will be launched.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Mobile game, Mobile Legends: Bang Bang, Purchasing decision, Online game, Virtual items.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. Q Science > QA Mathematics > QA278.5 Principal components analysis. Factor analysis. Correspondence analysis (Statistics)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Rida Nur Rahmadianti
Date Deposited:	29 Jul 2021 05:10
Last Modified:	29 Jul 2021 05:12
URI:	http://repository.its.ac.id/id/eprint/84554

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