PENGARUH HEDONIC MOTIVATION, SOCIAL INFLUENCE, DAN GAME FEATURES TERHADAP INTENTION TO PLAY MOBILE GAME LOKAL

DAVID DICK, . (2026) PENGARUH HEDONIC MOTIVATION, SOCIAL INFLUENCE, DAN GAME FEATURES TERHADAP INTENTION TO PLAY MOBILE GAME LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri mobile game lokal di Indonesia masih menghadapi tantangan dalam meningkatkan minat masyarakat untuk memainkannya meskipun pasar mobile game nasional terus berkembang. Oleh karena itu, diperlukan pemahaman mengenai faktor-faktor yang memengaruhi intention to play mobile game lokal. Penelitian ini menggunakan Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) sebagai landasan teori utama dengan mengintegrasikan variabel game features sebagai karakteristik produk untuk menjelaskan intention to play mobile game lokal. Penelitian ini bertujuan menganalisis pengaruh hedonic motivation, social influence, dan game features terhadap intention to play mobile game lokal. Penelitian menggunakan pendekatan kuantitatif dengan metode survei daring. Pengambilan sampel dilakukan menggunakan teknik purposive sampling terhadap 205 responden yang memenuhi kriteria penelitian, yaitu berusia minimal 18 tahun, berdomisili di Jabodetabek, mengenal mobile game lokal, serta mempertimbangkan untuk memainkan mobile game lokal. Analisis data dilakukan menggunakan Covariance-Based Structural Equation Modeling (CB SEM) dengan perangkat lunak AMOS 23. Hasil penelitian menunjukkan bahwa social influence berpengaruh positif dan signifikan terhadap hedonic motivation serta intention to play mobile game lokal. Game features juga terbukti berpengaruh positif dan signifikan terhadap intention to play mobile game lokal. Namun, hedonic motivation tidak berpengaruh signifikan terhadap intention to play mobile game lokal. Temuan ini mengindikasikan bahwa niat memainkan mobile game lokal lebih dipengaruhi oleh faktor eksternal, seperti pengaruh sosial dan karakteristik game, dibandingkan motivasi kesenangan yang diantisipasi calon pemain. Hasil penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan kajian adopsi mobile game lokal berbasis UTAUT2 serta menjadi masukan bagi pengembang dalam merancang fitur permainan dan strategi pemasaran berbasis komunitas untuk meningkatkan intention to play calon pemain. ***** The local mobile game industry in Indonesia continues to face challenges in increasing public interest in playing local mobile games despite the rapid growth of the national mobile game market. Therefore, understanding the factors influencing the intention to play local mobile games is essential. This study employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as the primary theoretical framework by integrating the game features construct to explain users' intention to play local mobile games. The study aims to examine the effects of hedonic motivation, social influence, and game features on the intention to play local mobile games. A quantitative approach was employed using an online survey. Data were collected through purposive sampling from 205 respondents who met the research criteria, namely being at least 18 years old, residing in Jabodetabek, being familiar with local mobile games, and having considered playing them. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with AMOS 23. The results indicate that social influence has a positive and significant effect on both hedonic motivation and the intention to play local mobile games. Game features also have a positive and significant effect on the intention to play local mobile games. However, hedonic motivation does not have a significant effect on the intention to play local mobile games. These findings indicate that the intention to play local mobile games is influenced more by external factors, namely social influence and game features, than by the anticipated enjoyment of prospective players. The findings contribute to the development of research on local mobile game adoption based on UTAUT2 and provide practical insights for game developers in designing game features and community-based marketing strategies to enhance prospective players' intention to play.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	David Dick .
Date Deposited:	13 Aug 2026 06:44
Last Modified:	13 Aug 2026 06:44
URI:	http://repository.unj.ac.id/id/eprint/70198

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