NAUFAL DWIRANZAH, . (2026) PENGARUH PERCEIVED PRICE DAN PRODUCT QUALITY TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PADA GAME MOBILE LEGENDS: BANG BANG. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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2. BAB I PENDAHULUAN.pdf Download (1MB) |
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Abstract
Penelitian ini dilatarbelakangi oleh fenomena penurunan pendapatan game Mobile Legends: Bang Bang (MLBB) pada tahun 2025 yang mengindikasikan adanya masalah pada niat pembelian ulang pemain akibat keluhan terkait kewajaran harga (perceived price) dan kualitas produk (product quality). Penelitian ini bertujuan untuk menganalisis pengaruh perceived price dan product quality terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi pada pemain game MLBB. Metode penelitian yang digunakan adalah kuantitatif dengan kuesioner daring terhadap 142 responden mahasiswa Universitas Negeri Jakarta di Jabodetabek yang memenuhi kriteria sampel. Teknik analisis data menerapkan Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan SmartPLS 4. Hasil pengujian menunjukkan bahwa perceived price dan product quality berpengaruh positif dan signifikan terhadap customer satisfaction serta repurchase intention. Selain itu, customer satisfaction terbukti berperan sebagai mediator yang signifikan dalam menjembatani pengaruh perceived price dan product quality terhadap repurchase intention. Temuan ini menegaskan bahwa peningkatan niat beli ulang pemain secara berkelanjutan sangat bergantung pada kemampuan pengembang dalam membangun kepuasan melalui strategi harga yang adil dan inovasi desain produk yang berkualitas. ***** This research is motivated by the phenomenon of declining annual revenue for the game Mobile Legends: Bang Bang (MLBB) in 2025, which indicates an issue in players' repurchase intention due to complaints regarding price fairness (perceived price) and product quality (product quality). This study aims to analyze the effect of perceived price and product quality on repurchase intention with customer satisfaction as a mediating variable among MLBB players. The research method employed is quantitative, utilizing an online questionnaire distributed to 142 respondents consisting of Universitas Negeri Jakarta students in Jabodetabek who met the sampling criteria. The data analysis technique applies Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4.0. The results indicate that perceived price and product quality have a positive and significant effect on customer satisfaction and repurchase intention. Moreover, customer satisfaction is proven to serve as a significant mediator bridging the effects of perceived price and product quality on repurchase intention. These findings emphasize that sustaining players' repurchase intention in the long term heavily relies on the developer's capability to foster customer satisfaction through fair pricing strategies and innovative, high-quality product designs.
| Item Type: | Thesis (Sarjana) |
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| Additional Information: | 1). Dr. Munawaroh, M.Si. ; 2). Dr. Ryna Parlyna, M.B.A. |
| Subjects: | Manajemen > Manajemen , Business Manajemen > Perilaku Konsumen |
| Divisions: | FE > S1 Bisnis Digital |
| Depositing User: | NAUFAL DWIRANZAH . |
| Date Deposited: | 18 Aug 2026 03:31 |
| Last Modified: | 18 Aug 2026 03:31 |
| URI: | http://repository.unj.ac.id/id/eprint/71287 |
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