Sasono, Yoga Adi (2019) Pengaruh Hedonic Motivation, Utilitarian Motivation Dan Social Motivation Terhadap Customer Loyalty Non Functional Virtual Items Pada Game Dota 2. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan pada pemain game Dota 2 di Indonesia. Variabel yang digunakan dalam penelitian ini terdiri dari variabel independent yaitu vairabel Hedonic Motivation (X1), Utilitarian Motivation (X2), dan Social Motivation (X3) serta variabel dependent yaitu Customer Loyalty (Y). Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Hedonic motivation, utilitarian motivation, dan social motivation terhadap customer loyalty pemain game Dota 2 secara individu. Jenis penelitian yang digunakan adalah studi kausal untuk menguji variabel X menyebabkan variabel Y. Penelitian ini menggunakan sampel sebanyak 150 responden. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang diukur dengan skala likert. Uji instrumen penelitian ini menggunakan uji validitas dan uji reliabilitas dengan SPSS 25. Metode analisis data menggunakan analisis regresi liner berganda untuk mengetahui pengaruh antara variabel hedonic motivation, utilitarian motivation, dan social motivation terhadap customer loyalty. Penelitian ini menghasilkan temuan bahwa hedonic motivation, utilitarian motivation, dan social motivation berpengaruh positif secara parsial terhadap customer loyalty.
English Abstract
This study was conducted on Indonesian Dota 2 players by involving hedonic motivation (X1), utilitarian motivation (X2), and social motivation (X3) as the independent variables and customer loyalty (Y) as the dependent variable. The objective of this study is to identify and analyze the effect of hedonic motivation, utilitarian motivation, and social motivation on the customer loyalty of Dota 2 players individually. This study is included into causal research, which assesses X variables that cause Y variable. The data of this study was collected through Likert-scale questionnaires distributed to a sample of 150 respondents. The instruments were assessed using validity and reliability tests in SPSS 25. Multiple linear regression analysis was used to identify the effect of hedonic motivation, utilitarian motivation, and social motivation on customer loyalty. This study finds that hedonic motivation, utilitarian motivation, and social motivation have partial and positive effects on customer loyalty.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/721/052001861 |
| Uncontrolled Keywords: | Hedonic Motivation, Utilitarian Motivation, Social Motivation, Customer Loyalty |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 08 Nov 2020 13:44 |
| Last Modified: | 08 Nov 2020 13:44 |
| URI: | http://repository.ub.ac.id/id/eprint/178961 |
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