Determinan Minat Pembelian Pada Pemain Clash Of Clans Di Jakarta
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Abstract
The purpose of this study was to examine the effect of Playfulness, price, reward on mobile game loyalty and in-app purchase intention and to test mobile game loyalty as a mediation between playfulness, price, reward and in-app purchase intention. The population of this research is 150 Clash of Clans players in Jakarta. Convenience sampling method was used by distributing online questionnaires which were then processed using Patrial Least Square-Structural Equation Model (PLS-SEM). The results of this study are playfulness, price, and reward can affect mobile game loyalty, then price, and rewards can affect in-app purchase intention. Playfulness cannot influence in-app purchase intention but can have an influence when through mobile game loyalty mediation. Price and rewards can influence in-app purchase intention through mobile game loyalty mediation.
Tujuan dari penelitian ini adalah untuk menguji pengaruh kesenangan, harga, penghargaan terhadap loyalitas game seluler dan minat pembelian dalam aplikasi serta menguji loyalitas game seluler sebagai mediasi antara kesenangan, harga, penghargaan dengan minat pembelian dalam aplikasi. Populasi dari penelitian ini adalah 150 pemain Clash of Clans di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan Patrial Least Square-Structural Equation Model (PLS-SEM). Hasil dari penelitian ini adalah kesenangan, harga, dan penghargaan dapat mempengaruhi loyalitas game seluler, kemudian harga, dan penghargaan dapat mempengaruhi minat pembelian dalam aplikasi. Kesenangan tidak dapat mempengaruhi minat pembelian dalam aplikasi tetapi dapat memiliki pengaruh ketika melalui mediasi loyalitas game seluler. Harga dan penghargaan dapat mempengaruhi minat pembelian dalam aplikasi melalui mediasi loyalitas game seluler.
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