Pengaruh Nilai-Nilai Fungsional, Sosial, dan Emosional terhadap Niat Beli Barang Virtual Game Online

Authors

  • Arianto Hanief Alfarisi
  • M. Edo Suryawan Siregar
  • Ika Febrilia

Keywords:

Nilai Fungsional, Nilai Sosial, Nilai Emosional, Barang Virtual, Game Online

Abstract

Competitive gaming or e-sport has become popular. Mobile Legends Bang Bang is one of the most popular competitive game with actual official contest at the 2019 Southeast Asian Games. Problems such as Lucky Box system, Emblem Fragment system, defects in character appearance, event security issues and skin exclusivity policies give special importance in order to study the factors that can make someone buy virtual goods. The purpose of this study is to know the effect of functional, social, and emotional values toward online game virtual item purchase intention. Data collection methods using questionnaires. The sampling methods of this research is purposive sampling. The sampling technique used was purposive sampling. Data analysis using SPPS version 25 and SEM (Structural Equation Modeling) AMOS version 25. Hypothesis test shows: character competency, monetary value, social relationship support and aesthetic value have a positive and significant effect on purchase intention, aesthetic value and functional quality has a positive and significant effect on the expression of social self-image. The results of this study are useful for the developer, to create a better strategy in increasing purchase intention of virtual goods for the online game Mobile Legends Bang Bang.

 

Competitive gaming atau e-sport telah menjadi cabang olahraga yang populer. Mobile Legends Bang Bang adalah salah satu game yang memiliki kontes resmi pada Southeast Asian Games 2019. Permasalahan Lucky Box, sistem Emblem Fragment, kecacatan pada tampilan karakter, permasalahan keamanan event dan kebijakan eksklusivitas skin memberikan arti penting tersendiri kepada pihak pengembang game Moonton untuk mempelajari faktor-faktor yang dapat membuat seseorang membeli barang virtual. Penelitian ini bertujuan untuk mengetahui pengaruh nilai-nilai fungsional, sosial, dan emosional terhadap niat beli. Sumber data menggunakan data primer dengan metode pengumpulan data menggunakan kuesioner Teknik pengambilan sampel menggunakan purposive sampling. Analisis data menggunakan SPPS versi 25 dan SEM (Structural Equation Modeling) AMOS versi 25. Hasil pengujian hipotesis menunjukkan: kompetensi karakter, nilai moneter, dukungan hubungan sosial dan nilai estetika berpengaruh positif dan signifikan terhadap niat beli nilai estetika dan kualitas fungsional berpengaruh positif dan signifikan terhadap ekspresi citra diri sosial. Hasil penelitian ini bermanfaat bagi pihak pengembang Moonton, untuk membuat strategi yang lebih baik dalam meningkatkan niat beli barang virtual game online Mobile Legends Bang Bang.

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Published

2022-06-30

How to Cite

Hanief Alfarisi, A., Siregar, M. E. S., & Febrilia, I. . (2022). Pengaruh Nilai-Nilai Fungsional, Sosial, dan Emosional terhadap Niat Beli Barang Virtual Game Online. Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 3(1), 297 - 313. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/656