Arimbawa, Putu Adi Putra (2017) Analisis Pengaruh Pengalaman terhadap Perilaku Konsumen Mobile Games Menggunakan Technology Acceptance Model (Studi pada Pemain Clash Of Clan di Indonesia). Magister thesis, Universitas Brawijaya.
Abstract
Perkembangan ilmu pengetahuan dan teknologi membuka pasar yang lebih luas serta memudahkan perusahaan-perusahaan startup untuk memasuki pasar baru tersebut dengan produk-produk baru yang inovatif. Salah satu pasar yang berkembang dengan pesat dalam satu dekade terakhir adalah pasar mobile games. Indonesia pada tahun 2015 tercatat sebagai salah satu negara yang memiliki jumlah pemain mobile games tertinggi dengan menempati posisi 24 di seluruh dunia dan posisi pertama di negara Asia Tenggara. Penelitian ini bertujuan untuk menganalisis variabel-variabel apa saja yang berperan pada keputusan konsumen dalam mengkonsumsi produk mobile games, dimana selanjutnya penelitian ini menggunakan objek pemain Clash of Clan yang merupakan salah satu mobile games terlaris pada tahun 2015. Sebanyak 170 sampel responden diminta untuk mengisi kuisioner online yang kemudian dianalisis menggunakan alat analisis Partial Least Square. Variabel yang diujikan pada penelitian ini meliputi: Prior Experience, Perceived Usefulness, Attitude toward Use, Perceived Ease of Use, dan Intention to Use. Perceived Usefulness, Attitude toward Use, dan Perceived Ease of Use merupakan variabel yang diperoleh dari Technology Acceptance Model yang kemudian digunakan sebagai variabel mediasi hubungan Prior Experience terhadap Intention to Use pada penelitian ini. Hasil penelitian menunjukkan bahwa Prior Experience tidak memiliki pengaruh secara langsung terhadap Intention to Use, dimana variabel ini kemudian dapat mempengaruhi secara tidak langsung dengan menggunakan mediasi Attitude toward Use. Perceived Usefulness dan Perceived Ease of Use tidak mampu memediasi hubungan variabel Prior Experience terhadap Intention to Use, walaupun ditemukan adanya pengaruh dari Prior Experience terhadap kedua variabel tersebut.
English Abstract
The development of information and technology opens new market opportunities for startup enterprises with a new and inovative product. One of the most fastest growing market on the last decade is mobile game market. Indonesia on 2015 ranked on 24th highest revenue making country in the world mobile game market. The aim of the study is to analyze any variable that could affect the consumer behaviour of mobile game market, to support the research we use Indonesian Clash of Clan player as the object as the game is awarded as the most successfull game on 2015. 170 samples asked to fill out online questionaire, the data from the questionaire analyzed with Partial Least Square method. The variables used on this research are: prior experience, perceived usefulness, attitude toward use, perceived ease of use, and intention to use. Perceived usefulness, attitude toward use, and perceived ease of use are adopted from Technology Acceptance Model and will be analyze if they could mediated the relationship between prior experience toward intention to use. The study found that prior experience has no direct relationship toward intention to use, although it has direct effect toward perceived usefulness, attitude toward use and perceived ease of use. Attitude toward use is the only variable that has direct relationship toward intention to use and able to mediated indirect relationship between prior experience toward intention to use.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 2/ARI/a/2017/041710799 |
| Uncontrolled Keywords: | CONSUMEN BEHAVIOR, MOBILE GAMES, CONSUMEN BEHAVIOR - DATA PROCESSING |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 May 2018 01:56 |
| Last Modified: | 26 Nov 2021 06:17 |
| URI: | http://repository.ub.ac.id/id/eprint/10342 |
Preview |
Text
BAGIAN DEPAN.pdf Download (343kB) | Preview |
Preview |
Text
BAGIAN ISI TESIS.pdf Download (519kB) | Preview |
Preview |
Text
DAFTAR PUSTAKA.pdf Download (44kB) | Preview |
Actions (login required)
 |
View Item |