Determinan Perilaku Pembelian Dalam Permainan Mobile Online

Akbar, M. Rezky (2018) Determinan Perilaku Pembelian Dalam Permainan Mobile Online. Magister thesis, Universitas Brawijaya.

Abstract

Studi ini bertujuan untuk meneliti determinan yang memengaruhi perilaku pembelian dalam permainan mobile online berdasarkan Unified Theory of Acceptance and Use of Technology versi kedua (UTAUT2) dengan tambahan customization dan advancement. Partial Least Square Structural Equation Modelling (SEM-PLS) digunakan untuk menguji model penelitian ini. Sampel dikumpulkan melalui survei online kepada pengguna Mobile Legends Bang Bang dan diperoleh sebanyak 457 responden. Hasil penelitian ini menemukan bahwa performance expectancy, payment ability, hedonic motivation, price value, habit, customization dan advancement berpengaruh positif terhadap purchase intention serta minat berpengaruh positif terhadap actual purchase. Namun, effort expectancy dan social influence ditemukan tidak signifikan terhadap purchase intention. Temuan penelitian ini dapat dijadikan acuan bahan pertimbangan bagi pengembang permainan serta bagi e-commerce pendukungnya agar pembelian di dalam permainan dapat diterima oleh penggunanya.

English Abstract

This study aims to examine the determinants of purchase behavior in online mobile games based on second version of Unified Theory of Acceptance and Use of Technology (UTAUT2) with the addition of customization and advancement. Partial Least Square Structural Equation Modelling (SEM-PLS) was applied to assess the research model. The samples were collected through online surveys to Mobile Legends Bang Bang users, from which 457 respondents were obtained. This study finds that performance expectancy, payment ability, hedonic motivation, price value, habit, customization and advancement positively affects on purchase intention and intention also positively affects on actual purchase. However, effort expectancy and social influence do not significantly affects on purchase intention. The findings can be considered by game developers and their supporting e-commerce in order to make ingame purchases can be accepted by their users.

Item Type: Thesis (Magister)
Identification Number: TES/658.834 2/AKB/d/041811884
Uncontrolled Keywords: CONSUMER BEHAVIOR
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 > Doktor Ilmu Akuntansi, Fakultas Ekonomi dan Bisnis
Depositing User: Endang Susworini
Date Deposited: 06 Aug 2019 07:02
Last Modified: 21 Jan 2022 06:39
URI: http://repository.ub.ac.id/id/eprint/171026
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