Analisis Faktor-Faktor Yang Memengaruhi Purchase Intention Virtual Currency Pemain Pada Mobile Games

Pratama, Dhandy Ismail (2021) Analisis Faktor-Faktor Yang Memengaruhi Purchase Intention Virtual Currency Pemain Pada Mobile Games. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan game di Indonesia cukup pesat, terbukti dengan berhasilnya tim asal Indonesia menjuarai dua kejuaran tingkat dunia pada tahun 2019. Hal ini juga memengaruhi minat masyarakat pada game yang meningkat pula. Minat pengguna game online berbeda-beda dalam melakukan pembelian. Game online mengandalkan penjualan item secara virtual guna menghasilkan pendapatan yang lebih besar. Tujuan dari penelitian ini adalah untuk menguji faktor-faktor yang memengaruhi perilaku pengguna dalam pembelian item virtual pada game online. Sampel penelitian dianalisis menggunakan structural equation modeling (SEM) guna mengidentifikasi faktor-faktor perilaku pengguna dalam pembelian item virtual pada game online, serta menggunakan pendekatan Blue Ocean Framework. Pada penelitian ini menggunakan kuesioner online dan diperoleh sebanyak 201 responden. Hasil yang diperoleh bahwa social influence, price value, dan loyalty berpengaruh positif terhadap purchase intention. Implikasi manajerial dapat diterapkan oleh tim marketing dan developer mobile game terkait adalah memanfaatkan influencer ternama untuk dijadikan brand ambassador, dan juga pemasangan iklan di berbagai media sosial dengan fokusan pada pada rentan usia 17-30 tahun, hingga membuat beberapa konten marketing yang bertujuan untuk meningkatkan penjualan virtual currency. Pada Blue Ocean Framework didapatkan para pemain menginginkan penghapusan cheater, bug game, dan masalah jaringan, pengurangan harga, dan bug item, penambahan diskon dan kualitas item, dan pembuatan event dan skin.
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The development of games in Indonesia is quite fast, proven by the success of the team from Indonesia in winning two world level championships in 2019. This has also influenced people's interest in games which have also increased. The interests of online game users vary in making purchases. Online games rely on virtual sales to generate greater revenue. The purpose of this study was to examine the factors that influence user behavior in purchasing virtual items in online games. The sample analysis uses structural equation modeling (SEM) to identify user behavior factors in purchasing items virtually in online games, and uses the Blue Ocean Framework approach. In this study using an online questionnaire and obtained as many as 201 respondents. The results obtained that social influence, price value, and loyalty have a positive effect on purchase intention. The managerial implications that can be applied by the marketing team and related mobile game developers are to use well-known influencers to become brand ambassadors, and also to place advertisements on various social media with a focus on those aged 17-30 years, to create some marketing content that aims to increase sales virtual currency. The Blue Ocean Framework found that players wanted the removal of cheaters, game bugs, and network issues, reduce prices, and item bugs, add discounts and item quality, and create events and skins.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Virtual currency, virtual items, mobile games, structural equation modeling (SEM), Blue Ocean Framework. Virtual currency, virtual items, mobile games, structural equation modeling (SEM), Blue Ocean Framework
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure > GV1469.15 Mobile games. H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Dhandy Ismail P.
Date Deposited:	03 Aug 2021 04:34
Last Modified:	03 Aug 2021 04:34
URI:	http://repository.its.ac.id/id/eprint/84727

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