PENGARUH NILAI-NILAI FUNGSIONAL, SOSIAL, DAN EMOSIONAL TERHADAP NIAT BELI BARANG VIRTUAL GAME ONLINE (STUDI PADA PEMAIN MOBILE LEGENDS BANG BANG DI JABODETABEK)

ARIANTO HANIEF ALFARISI, . (2022) PENGARUH NILAI-NILAI FUNGSIONAL, SOSIAL, DAN EMOSIONAL TERHADAP NIAT BELI BARANG VIRTUAL GAME ONLINE (STUDI PADA PEMAIN MOBILE LEGENDS BANG BANG DI JABODETABEK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring berjalannya waktu, competitive gaming atau e-sport telah menjadi cabang olahraga yang populer. Mobile Legends Bang Bang adalah salah satu game yang memiliki kontes resmi pada Southeast Asian Games 2019. Permasalahan Lucky Box, sistem Emblem Fragment, kecacatan pada tampilan karakter, permasalahan keamanan event dan kebijakan eksklusivitas skin memberikan arti penting tersendiri kepada pihak pengembang game Moonton untuk mempelajari faktor-faktor yang dapat membuat seseorang membeli barang virtual. Penelitian ini bertujuan untuk mengetahui pengaruh nilai-nilai fungsional, sosial, dan emosional terhadap niat beli. Sumber data menggunakan data primer dengan metode pengumpulan data menggunakan kuesioner Teknik pengambilan sampel menggunakan purposive sampling. Analisis data menggunakan SPPS versi 25 dan SEM (Structural Equation Modeling) AMOS versi 25. Hasil pengujian hipotesis menunjukkan: (1) kompetensi karakter, nilai moneter, dukungan hubungan sosial dan nilai estetika berpengaruh positif dan signifikan terhadap niat beli, (2) nilai estetika dan kualitas fungsional berpengaruh positif dan signifikan terhadap ekspresi citra diri sosial. Nilai fit model dengan P senilai 0.079, nilai CMIN/DF senilai 1.230, nilai TLI senilai 0.984 CFI senilai 0.989 dan nilai RMSEA senilai 0.030. Hasil penelitian ini bermanfaat bagi pihak pengembang Moonton, untuk membuat strategi yang lebih baik dalam meningkatkan niat beli barang virtual game online Mobile Legends Bang Bang *** Over time, competitive gaming or e-sport has become a popular sport. Mobile Legends Bang Bang is one of the games that has an official contest at the 2019 Southeast Asian Games. Lucky Box problems, Emblem Fragment system, defects in character appearance, event security issues and skin exclusivity policies give special importance to game developer Moonton in order to study the factors that can make someone buy virtual goods. The aim of this study to know the influences of functional, social, and emotional values toward online game virtual item purchase intention. Sources of data is primary data with data collection methods using questionnaires. Sampling method in this research is purposive sampling. The sampling technique used was purposive sampling. Data analysis using SPPS version 25 and SEM (Structural Equation Modeling) AMOS version 25. The results of hypothesis testing show: (1) character competence, monetary value, social relationship support and aesthetic value have a positive and significant effect on purchase intention, (2) aesthetic value and functional quality has a positive and significant effect on the expression of social self-image. The model fit value with P is 0.079, the CMIN/DF value is 1.230, the TLI value is 0.984, the CFI is 0.989 and the RMSEA value is 0.030. The results of this study are useful for the Moonton developer, to create a better strategy in increasing purchase intention of virtual goods for the online game Mobile Legends Bang Bang.

Item Type:	Thesis (Sarjana)
Additional Information:	1). M. Edo Suryawan Siregar, SE, M.BA ; 2). Ika Febrilia, SE, M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 15591 not found.
Date Deposited:	31 Aug 2022 05:44
Last Modified:	31 Aug 2022 05:44
URI:	http://repository.unj.ac.id/id/eprint/33871

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