PERAN INFLUENCER GAMING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DAN PURCHASE INTENTION PADA PEMAIN MOBILE LEGENDS

ALYA CHANTIKA JELITA PUTRI, . (2025) PERAN INFLUENCER GAMING DALAM MENINGKATKAN CUSTOMER ENGAGEMENT DAN PURCHASE INTENTION PADA PEMAIN MOBILE LEGENDS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan influencer marketing dalam industri digital, khususnya pada sektor gaming, menjadikan influencer sebagai aktor penting dalam membentuk customer engagement dan mendorong purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik influencer yang meliputi attractiveness, expertise, trustworthiness, dan credibility terhadap customer engagement serta purchase intention pada pemain game Mobile Legends. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring kepada 252 responden pemain Mobile Legends yang memenuhi kriteria penelitian. Instrumen pengukuran menggunakan skala Likert enam poin, sedangkan analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak IBM SPSS dan AMOS. Hasil pengujian menunjukkan bahwa influencer attractiveness, expertise, trustworthiness, credibility berpengaruh positif dan signifikan terhadap customer engagement dan purchase intention. Berbeda dengan hipotesis terakhir, customer engagement tidak menunjukkan pengaruh yang signifikan terhadap, tetapi tetap memiliki pengaruh positif terhadap purchase intention. Hasil ini mengindikasikan bahwa seluruh atribut influencer yang diteliti berperan penting dalam membangun customer engagement serta mendorong purchase intention. Namun demikian, hasil pengujian menunjukkan bahwa customer engagement hanya berpengaruh positif tetapi tidak signifikan terhadap purchase intention. Hal ini mengindikasikan bahwa tingginya customer engagement belum tentu secara langsung mendorong purchase intention dalam konteks game online. Penelitian ini memberikan kontribusi teoretis dalam memperkaya kajian influencer marketing dengan mengintegrasikan variabel customer engagement dan purchase intention dalam konteks industri gaming. Secara praktis, hasil penelitian ini dapat menjadi acuan bagi pengembang game dan pemasar digital dalam memilih influencer yang tepat berdasarkan atribut yang mampu meningkatkan engagement dan purchase intention konsumen. Penelitian selanjutnya disarankan untuk menambahkan variabel mediasi atau moderasi dan memperluas cakupan responden serta metode agar hasil penelitian lebih komprehensif. ***** The development of influencer marketing in the digital industry, particularly in the gaming sector, has positioned influencers as key actors in shaping customer engagement and encouraging purchase intention. This study aims to analyze the influence of influencer attributes, including attractiveness, expertise, trustworthiness, and credibility, on customer engagement and purchase intention among Mobile Legends players. The research adopts a quantitative approach with an explanatory research design. Data were collected through an online questionnaire distributed to 252 Mobile Legends players who met the research criteria. The measurement instrument employed a six-point Likert scale, while data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of IBM SPSS and AMOS software. The results indicate that influencer attractiveness, expertise, trustworthiness, and credibility have a positive and significant effect on both customer engagement and purchase intention. Contrary to the final hypothesis, customer engagement does not show a significant effect on purchase intention, although it remains positively related. These findings suggest that all examined influencer attributes play an important role in fostering customer engagement and stimulating purchase intention. However, the results also reveal that customer engagement has a positive but insignificant influence on purchase intention. This implies that a high level of customer engagement does not necessarily translate directly into purchase intention within the context of online gaming. This study contributes theoretically by enriching the influencer marketing literature through the integration of customer engagement and purchase intention within the gaming industry context. From a practical perspective, the findings may serve as a reference for game developers and digital marketers in selecting suitable influencers based on attributes that can enhance consumer engagement and purchase intention. Future research is recommended to incorporate mediating or moderating variables and to expand the scope of respondents and research methods to obtain more comprehensive results.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Alya Chantika Jelita Putri .
Date Deposited:	10 Feb 2026 03:31
Last Modified:	10 Feb 2026 03:31
URI:	http://repository.unj.ac.id/id/eprint/65050

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