PENGARUH PERSEPSI NILAI PADA INTENSI PEMBELIAN PRODUK VIRTUAL YANG DIMEDIASI OLEH KEPUASAN
Keywords:
online game, virtual product, perceived value, satisfaction, purchase intentionAbstract
Abstract. This study investigates online game consumer intention to purchase virtual
product offered during the playing period. Satisfaction of the game was predicted as
mediating variable in the influence of perceived value to purchase intention.
Hypotheses testing were done by using mediation analysis in IBM SPSS Statistics
software version 21 and macro Hayes (2013) model 4. Results showed that in both
groups, MMORPG (Massively Multiplayer Online Role Playing Games) and MMOBA
(Massively Multiplayer Online Battle Arena), online games satisfaction mediates the
influence of perceived value to virtual product purchase intention. This study extends
consumer behavior literature, particularly in perceived value, satisfaction and purchase
intentions of online game consumers. Practical implication of this research can be used
specifically by online games developer, where satisfaction with the game being played
is one determinant of the players intention to purchase virtual products offered during
the playing period.
Keywords: online game, virtual product, perceived value, satisfaction, purchase
intention
Abstrak. Penelitian ini dilakukan untuk mengukur intensi pembelian produk virtual
yang ditawarkan pada pemain online game selama periode bermain berlangsung.
Kepuasan terhadap game diduga menjadi variabel mediasi dalam pengaruh persepsi
nilai terhadap intensi pembelian. Online game yang dimainkan oleh responden dalam
penelitian ini adalah tipe MMORPG (Massively Multiplayer Online Role Playing
Games) dan MMOBA (Massively Multiplayer Online Battle Arena). Hasil penelitian
menunjukkan bahwa baik pada kelompok MMORPG maupun kelompok MMOBA,
terdapat mediasi kepuasan terhadap online game dalam pengaruh persepsi nilai pada
intensi pembelian produk virtual. Penelitian ini memperluas kajian literatur perilaku
konsumen, khususnya terkait dengan persepsi nilai, kepuasan dan intensi pembelian
konsumen online game. Implikasi praktis dari penelitian ini dapat digunakan khususnya
oleh pengembang online game, dimana kepuasan terhadap game yang dimainkan
merupakan salah satu penentu pemain dalam melakukan pembelian produk virtual
selama permainan berlangsung.
Kata kunci: online game, produk virtual, persepsi nilai, kepuasan, intensi pembelian
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