Utami, Dyah Wahyuning (2019) Pengaruh Perceived Value Terhadap Purchase Intention Yang Dimediasi Oleh Continuance Intention Pada Online Game Mobile Legends:Bang-Bang. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan online game yang pesat tidak hanya menjadikan online game sebagai hiburan semata namun juga saat ini online game termasuk kedalam proses bisnis yang menguntungkan. Tidak sedikit para pemain online game bersedia membeli produk virtual yang dijual publisher game . Penelitian ini bertujuan untuk mengetahui pengaruh perceived value dan continuance intention terhadap purchase intention pengguna online game Mobile Legends:Bang-Bang baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah eksplanasi kausalitas yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Populasi penelitian ini adalah seluruh pengguna online game Mobile Legends:Bang-Bang yang pernah membeli produk virtual dalam aplikasi. Pemilihan sampel dilakukan dengan teknik purposive sampling dengan total responden sejumlah 196 orang. Alat analisis yang digunakan adalah smartPLS 3.0. Hasil penelitian ini menunjukan bahwa perceived value memiliki pengaruh dalam meningkatkan purchase intention dan continuance intention. Continuance intention juga memiliki pengaruh dalam meningkatkan purchase intention. Selain itu hasil penelitian membuktikan bahwa continuance intention memiliki peran yang penting dalam memediasi hubungan anatara perceived value dengan purchase intention.
English Abstract
The rapid development of online games does not only make online games an entertainment but also now online games are included in a profitable business process. Not a few online game players are willing to buy virtual products sold by game publishers. This study aims to determine the effect of perceived value and continuance intention on the user's online purchase intention Mobile Legends: Bang-Bang both influence directly or indirectly. This type of research is a causality explanation that explains the causal relationship between variables through hypothesis testing. The population of this research is all online users of the game Mobile Legends: Bang-Bang who have bought virtual products in the application. Sample selection was done by purposive sampling technique with a total of 196 respondents. The analysis tool used is SmartPLS 3.0. The results of this study indicate that perceived value has an influence in increasing purchase intention and continuance intention. Continuance intention also has an influence in increasing purchase intention. In addition, the results of the study prove that continuance intention has an important role in mediating the relationship between perceived value and purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/223/051903597 |
| Uncontrolled Keywords: | Online Game, Mobile Game, Produk Virtual, Perceived Value, Purchase Intention, Continuance Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 Jul 2020 01:47 |
| Last Modified: | 24 Jul 2020 01:47 |
| URI: | http://repository.ub.ac.id/id/eprint/170147 |
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