PENGARUH PERSEPSI NILAI DAN KEPERCAYAAN TERHADAP LOYALITAS PENGGUNA DENGAN KEPUASAN PENGGUNA GAME ROBLOX SEBAGAI MEDIASI

ACHMAD ZAKY MAULANA, . (2026) PENGARUH PERSEPSI NILAI DAN KEPERCAYAAN TERHADAP LOYALITAS PENGGUNA DENGAN KEPUASAN PENGGUNA GAME ROBLOX SEBAGAI MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pesatnya perkembangan gim daring yang ditopang oleh ekosistem ekonomi digital telah mendorong peningkatan penggunaan mata uang virtual serta praktik mikrotransaksi, seperti pembelian Robux pada gim Roblox. Fenomena tersebut memunculkan isu terkait persepsi nilai dan tingkat kepercayaan pengguna yang berpotensi memengaruhi kepuasan serta loyalitas. Penelitian ini bertujuan untuk mengkaji pengaruh perceived value dan trust terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada pengguna gim Roblox. Pendekatan kuantitatif diterapkan melalui survei daring yang melibatkan 100 responden mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta yang memiliki pengalaman melakukan pembelian Robux. Analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil analisis menunjukkan bahwa perceived value dan trust berpengaruh positif dan signifikan terhadap customer satisfaction maupun customer loyalty. Selain itu, customer satisfaction juga terbukti memberikan pengaruh positif dan signifikan terhadap customer loyalty. Pengujian efek tidak langsung mengungkapkan bahwa customer satisfaction berperan sebagai mediator yang signifikan dalam hubungan antara perceived value dan customer loyalty, namun tidak memediasi pengaruh trust terhadap customer loyalty. Temuan ini mengindikasikan bahwa loyalitas pengguna Roblox lebih dominan dibentuk oleh evaluasi nilai yang dirasakan serta tingkat kepercayaan secara langsung, sementara kepuasan berfungsi secara selektif sebagai mekanisme mediasi. ***** The rapid growth of online games driven by digital economic ecosystems has intensified the use of virtual currencies and microtransaction activities, such as Robux purchases within the Roblox platform. This phenomenon gives rise to issues concerning users’ perceived value and trust, which potentially affect their levels of satisfaction and loyalty. This study seeks to examine the influence of perceived value and trust on customer loyalty, with customer satisfaction serving as a mediating variable among Roblox game users. A quantitative research design was adopted by distributing an online survey to 100 respondents from the Faculty of Economics and Business, Universitas Negeri Jakarta, who had prior experience purchasing Robux. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique. The findings demonstrate that perceived value and trust exert positive and significant effects on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction is found to have a positive and significant impact on customer loyalty. The mediation analysis reveals that customer satisfaction significantly mediates the relationship between perceived value and customer loyalty, while it does not mediate the effect of trust on customer loyalty. These results indicate that customer loyalty among Roblox users is predominantly shaped by perceived value and trust through direct pathways, whereas customer satisfaction functions selectively as a mediating mechanism.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A. ; 2). Fildzah Shabrina, S.Pd., M.Kom.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 32923 not found.
Date Deposited:	03 Feb 2026 06:27
Last Modified:	03 Feb 2026 06:27
URI:	http://repository.unj.ac.id/id/eprint/64699

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