Agra Fadhiila Tamara, - (2025) PENGARUH NILAI FUNGSIONAL, NILAI EMOSIONAL, DAN NILAI SOSIAL TERHADAP NIAT BELI BARANG VIRTUAL DALAM GAME MOBILE LEGENDS : Studi Kasus pada Pemain Game Online Mobile Legends di Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mencari tahu pengaruh nilai fungsional, emosional, dan sosial terhadap niat beli barang virtual dalam game online Mobile Legends. Game ini sangat populer di kalangan pengguna smartphone dan memiliki sistem mikrotransaksi yang memungkinkan pemain membeli barang virtual seperti skin dan item eksklusif. Topik ini menjadi menarik karena meskipun tren mikrotransaksi terus meningkat, banyak pemain mengeluhkan kualitas produk, yang menyebabkan penurunan niat beli. Latar belakang penelitian ini adalah fenomena penggunaan model bisnis mikrotransaksi yang sering digunakan game mobile, dengan fokus utama pada peran nilai barang virtual dalam memengaruhi niat beli. Data dikumpulkan dari 160 pemain Mobile Legends di Jawa Barat melalui kuesioner tertutup dengan skala Likert, kemudian dianalisis menggunakan regresi linier berganda. Hasil penelitian mengungkapkan bahwa nilai fungsional dan emosional secara signifikan memengaruhi niat beli barang virtual, sedangkan nilai sosial tidak memberikan pengaruh yang signifikan. Kesimpulannya, nilai fungsional dan emosional adalah faktor utama yang perlu diperhatikan oleh pengembang game untuk meningkatkan niat beli pemain. Secara praktis, pengembang disarankan untuk memaksimalkan fitur barang virtual yang memberikan manfaat nyata dan menciptakan pengalaman emosional yang mendalam melalui desain visual dan alur cerita yang menarik. This research aims to find out the influence of functional, emotional, and social values on the intention to buy virtual goods in the Mobile Legends online game. The game is very popular among smartphone users and has a microtransaction system that allows players to purchase virtual items such as skins and exclusive items. This topic becomes interesting because despite the ever-increasing trend of microtransactions, many players complain about the quality of the product, which leads to a decrease in purchase intentions. The background of this research is the phenomenon of using a microtransaction business model that is often used in mobile games, with the main focus on the role of virtual goods value in influencing purchase intentions. Data was collected from 160 Mobile Legends players in West Java through a closed questionnaire with a Likert scale, then analyzed using multiple linear regression. The results of the study revealed that functional and emotional values significantly influenced the purchase intention of virtual goods, while social values did not have a significant influence. In conclusion, functional and emotional value are the main factors that game developers need to pay attention to in order to increase player purchase intent. Practically, developers are advised to maximize the features of virtual goods that provide real benefits and create an immersive emotional experience through visual design and compelling storylines.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=AGRA+FADHIILA+TAMARA# ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Btari Mariska Purwaamijaya : 6681170 |
| Uncontrolled Keywords: | Nilai Fungsional, Nilai Sosial, Nilai Emosional, Niat Beli, Barang Virtual Functional Value, Social Value, Emotional Value, Purchase Intention, Virtual Goods |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Agra Fadhiila Tamara |
| Date Deposited: | 13 Mar 2025 07:13 |
| Last Modified: | 13 Mar 2025 07:13 |
| URI: | http://repository.upi.edu/id/eprint/130962 |
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