Analisis Pengaruh Utilitarian Motivation, Social Motivation, Hedonic Motivation, dan Perceived Value terhadap Intention to Purchase in-App Telaah pada Game Dota 2

Khaidir Hakim, Muhammad (2021) Analisis Pengaruh Utilitarian Motivation, Social Motivation, Hedonic Motivation, dan Perceived Value terhadap Intention to Purchase in-App Telaah pada Game Dota 2. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Game Online tidak hanya hiburan semata, tetapi juga dapat dijadikan bisnis untuk keuntungan perusahaan. Dota 2 merupakan game online dengan pemain terbanyak namun pendapatan dari in-app purchase masih terbilang rendah. Penelitian ini membahas mengenai faktor-faktor apa saja yang mempengaruhi intention to purchase in-app pada game Dota 2 dengan variabel lain yang mencakup Utilitarian Motivation, Social Motivation, Hedonic Motivation, dan Perceived Value. Penelitian ini menggunakan descriptive research dengan metode non-probability. Menggunakan judgemental sampling, dan memiliki 4 hipotesis dengan menggunakan Structural Equation Model (SEM) software Lisrel 8.8. Responden pada penelitian ini berjumlah 184 orang, dengan karakteristik masih bermain Dota 2, pernah membeli items Dota 2 dalam satu bulan terakhir, berusia 15 sampai 35 tahun, dan bergabung dalam komunitas. Penelitian ini mendapatkan hasil adanya hubungan positif antara Hedonic Motivation terhadap Perceived Value, dan Perceived value terhadap Intention to Purchase in-App. Penelitian ini juga terdapat hubungan tidak signifikan antara Utilitarian Motivation terhadap Perceived Value, dan Social Motivation terhadap Perceived Value.

Item Type: Thesis (Bachelor Thesis)
Keywords: Utilitarian Motivation, Social Motivation, Hedonic Motivation, Perceived Value, Intention to Purchase in-App, Dota 2, Game
Subjects: 000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods
Divisions: Faculty of Business > Management
SWORD Depositor: Administrator UMN Library
Depositing User: Administrator UMN Library
Date Deposited: 24 Aug 2021 12:39
Last Modified: 24 Jun 2023 08:29
URI: https://kc.umn.ac.id/id/eprint/17745

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