Pengaruh Kemenarikan Avatar, Kustomisasi Avatar terhadap Loyalitas Pemain Melalui Identifikasi Avatar dan Aliran
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh kemenarikan avatar, dan kustomisasi avatar terhadap loyalitas pemain, serta menguji identifikasi avatar sebagai mediasi antara kemenarikan avatar, dan kustomisasi avatar dengan aliran, dan juga menguji aliran sebagai mediasi antara identifikasi avatar dengan loyalitas pemain. Sampel yang digunakan dalam penelitian ini adalah 174 pemain Ayodance yang berdomisili di Jakarta. Metode purposive sampling digunakan dengan menyebarkan kuesioner secara daring dan metode analisis yang digunakan adalah PLS-SEM. Hasil dari penelitian ini adalah kemenarikan avatar dapat memengaruhi loyalitas pemain melalui mediasi identifikasi avatar dan aliran. Sedangkan, kustomisasi avatar dapat memengaruhi loyalitas pemain baik melalui mediasi identifikasi avatar dan aliran ataupun tidak melalui mediasi.
The purpose of this study is to test the effect of avatar attractiveness and avatar customization to Ayodance player loyalty and then test avatar identification as a mediation between avatar attractiveness and avatar customization to flow, and test flow as a mediation between avatar idenfication to player loyalty. The sample of this research is 174 Ayodance players in Jakarta. Purposive sampling method is used by distributing online questionnaires and the analytical method used is PLS-SEM. The result of this study are avatar attractiveness affects player loyalty when mediated through avatar identification and flow. Meanwhile, avatar customization can affect player loyalty through mediating or not.
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