USER EXPERINCE DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELALUI ELECTRONIC WORD-OF-MOUTH (Survei pada Player PUBG Mobile yang membeli Virtual goods di Indonesia)

    Dilla Naufilla Nisrina, - (2021) USER EXPERINCE DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELALUI ELECTRONIC WORD-OF-MOUTH (Survei pada Player PUBG Mobile yang membeli Virtual goods di Indonesia). S2 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perubahan interaksi antara perusahan dengan konsumen membentuk sebuah layanan jasa yang semakin beragam dan spesifik pada industri games online, yang secara langsung mempengaaruhi perilaku konsumen yang merupakan pemain game tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh user experience dan perceived value terhadap keputusan pembelian melalui electronic word-of-mouth. Penelitian ini merupakan penelitian deskriptif verifikatif yang dilakukan dengan metode kuantitatif. Pengujian dilakukan dengan structural equation modelling (SEM) terhadap data dari hasil penyebaran kuesioner kepada 200 player PUBG Mobile yang melakukan pembelian virtual goods. Penyebaran kuesioner dilakukan dengan teknik sampling nonprobability sampling, yaitu purposive probability sampling dengan menyebarkan Google Form ke forum-forum dimana player PUBG biasanya berkomunikasi. Hasil temuan pada penelitian ini menunjukkan bahwa user experience dan perceived value dapat mempengaruhi keputusan pembelian dengan dimediasi oleh electronic word-of-mouth.

    Changes in company interactions with consumers form an increasingly diverse and specific service in the online gaming industry, which directly affects the behavior of consumers who are game players. This study aims to see the effect of user experience and perceived value on purchases through electronic word-of-mouth. This research is a descriptive verification research conducted by using quantitative methods. The test was carried out with a structural equation model (SEM) on the data from the results of distributing questionnaires to 200 PUBG Mobile players who purchased virtual goods. The distribution of the questionnaire was carried out using a nonprobability sampling technique, namely purposive probability sampling by assigning a Google Form to the forums where PUBG players usually communicate. The findings in this study indicate that user experience and perceived value can influence purchasing decisions mediated by electronic word-of-mouth.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S2)
    Uncontrolled Keywords: user experience, perceived value, EWOM, dan keputusan pembelian
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Dilla Naufilla Nisrina
    Date Deposited: 31 Aug 2021 07:32
    Last Modified: 31 Aug 2021 07:32
    URI: http://repository.upi.edu/id/eprint/64924

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