Nafi, Ahmad and Aniesa Samira Bafadhal, S.AB., M.AB, (2020) Pengaruh Electronic Service Quality, Diskon Harga dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Gim Di Platform Steam (Survei Online pada Indonesia Steam Community). Sarjana thesis, Universitas Brawijaya.
Abstract
STEAM adalah anak perusahaan dari Valve yang didirikan pada tahun 1996 di Kirkland, Washington, Amerika Serikat dan Kantor Pusat yang terletak di Bellevue, Washington, Amerika Serikat yang di pimpin oleh Gabe Logan Newell. STEAM adalah platform distribusi digital yang dibuat oleh Valve Corporation, yang menawarkan manajemen hak digital, penjualan gim, dan streaming video. Pada saat ini Platform Steam adalah platform distribusi digital terbesar untuk PC gaming , menampung sekitar 75% ruang pasar dan memiliki lebih dari 95 juta pengguna aktif bulanan. Tujuan dari penelitian ini adalah : (1) Mengetahui dan menjelaskan Electronic Service Quality berpengaruh signifikan terhadap Keputusan Pembelian, (2)Mengetahui dan menjelaskan Diskon Harga berpengaruh signifikan terhadap Keputusan Pembelian, (3)Mengetahui dan menjelaskan Electronic Word Of Mouth berpengaruh signifikan terhadap Keputusan Pembelian. Jenis penelitian ini menggunakan metode explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini adalah Electronic Service Quality, Diskon Harga, Electronic Word Of Mouth dan Keputusan Pembelian. Populasi dalam penelitian ini adalah Konsumen Platform STEAM yang menjadi anggota aktif Indonesia Steam Community dengan minimal usia 18 tahun dan konsumen platform STEAM di Indonesia Steam Community yang sudah melakukan pembelian dan memainkan minimal satu kali. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode dalam pengumpulan data menggunakan kuesioner secara daring. Analisis dalam penelitian ini menggunakan analisis statistik deskriptif dan analisis regresi linier berganda, serta pengolahan data menggunakan software SPSS versi 25. Hasil dari analisis penelitian ini menunjukan bahwa variabel bebas yaitu Electronic Service Quality (X1) memberikan pengaruh signifikan secara parsial terhadap variabel Keputusan Pembelian (Y), Diskon Harga (X2) memberikan pengaruh signifikan secara parsial terhadap variabel Keputusan Pembelian (Y), dan Electronic Word Of Mouth (X3) memberikan pengaruh signifikan secara parsial terhadap variabel Keputusan Pembelian (Y).
English Abstract
STEAM is a subsidiary of Valve which was founded in 1996 in Kirkland, Washington, United States of America and its Head Office is located in Bellevue, Washington, United States which is led by Gabe Logan Newell. STEAM is a digital distribution platform created by Valve Corporation, which offers digital rights management, game sales, and video streaming. At the moment Steam Platform is the largest digital distribution platform for PC gaming, accommodating around 75% of market space and has more than 95 million active monthly users. The study aims to (1) Knowing and explaining Electronic Service Quality has a significant effect on Purchasing Decisions, (2) Knowing and explaining Discount Prices has a significant effect on Purchasing Decisions, (3) Knowing and explaining Electronic Word of Mouth has a significant effect on Purchasing Decisions. This type of research uses explanatory research methods with quantitative approaches. The variables in this study are Electronic Service Quality, Discounted Prices, Electronic Word Of Mouth and Purchasing Decisions. The population in this study is the STEAM Platform Consumers who are active members of the Indonesia Steam Community with a minimum age of 18 years and STEAM platform consumers in the Indonesia Steam Community who have made purchases and played at least once. Samples used in this study were 116 respondents taken using purposive sampling and the method of collecting data using online questionnaires. The analysis in this study uses descriptive statistical analysis and multiple linear regression analysis, and data processing using SPSS software version 25. The results of the analysis of this study indicate that the independent variables namely Electronic Service Quality (X1) have a partially significant effect on the variable of Purchasing Decisions (Y), Discounted Prices (X2) have a partially significant influence on the variable Purchasing Decisions (Y), and Electronic Word Of Mouth (X3) provides a significant partial effect on the Purchase Decision variable (Y)
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520030015 |
| Uncontrolled Keywords: | ELECTRONIC SERVICE QUALITY, DISKON HARGA, ELECTRONIC WORD OF MOUTH, KEPUTUSAN PEMBELIAN |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.7 Management of materials > 658.72 Procurement |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | ismanto |
| Date Deposited: | 28 Feb 2021 10:58 |
| Last Modified: | 14 Jul 2022 08:13 |
| URI: | http://repository.ub.ac.id/id/eprint/183741 |
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