PENGARUH ADVERTISING DAN VIRTUAL ITEM VALUE TERHADAP PURCHASE DECISION PADA GAME ROBLOX

SHELOMITA JOANNA SIREGAR, . (2026) PENGARUH ADVERTISING DAN VIRTUAL ITEM VALUE TERHADAP PURCHASE DECISION PADA GAME ROBLOX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh advertising dan virtual item value terhadap purchase decision pada game Roblox. Penelitian ini dilatarbelakangi oleh semakin berkembangnya ekonomi virtual dalam industri game, di mana strategi advertising dan persepsi nilai item virtual menjadi faktor yang diduga memengaruhi keputusan pembelian pemain. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pemain game Roblox yang pernah melakukan pembelian item virtual, sedangkan sampel penelitian berjumlah 130 responden yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan analisis regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa advertising berpengaruh positif dan signifikan terhadap purchase decision pada game Roblox. Virtual item value berpengaruh positif dan signifikan terhadap purchase decision pada game Roblox. Secara simultan, advertising dan virtual item value berpengaruh positif dan signifikan terhadap purchase decision pada game Roblox. ***** This study aims to analyze the influence of advertising and virtual item value on purchase decisions in the Roblox game. The study is motivated by the rapid growth of the virtual economy in the gaming industry, where advertising strategies and players’ perceptions of virtual item value are considered factors that may influence purchasing decisions. This research employed a quantitative approach using a survey method. The population consisted of Roblox players who had previously purchased virtual items, while the sample comprised 130 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that advertising has a positive and significant effect on purchase decisions in Roblox. Virtual item value also has a positive and significant effect on purchase decisions in Roblox. Simultaneously, advertising and virtual item value have a positive and significant effect on purchase decisions in Roblox.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Annisa Lutfia, S.Pd., M.Pd. ; 2). Ivan Putranto, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Shelomita Joanna Siregar .
Date Deposited:	21 Aug 2026 07:06
Last Modified:	21 Aug 2026 07:06
URI:	http://repository.unj.ac.id/id/eprint/72781

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