Pengaruh perceived price dan perceived quality terhadap purchase intention melalui perceived value
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Abstract
The gaming industry is an entertainment field that has a wide market with consistent growth both in revenue and technology. A lot of big company have been trying to capitalize this growth to produce AAA video game with high budget and selling them digitally. This research is done to understand the effect of perceived price and perceived quality to purchased intention of AAA digital video game with perceived value as mediation variable. This research is done its quantitative method and comparative casual design to understand cause and effect relationship. Based on the result of the analysis, perceived price, perceived quality and perceived value both affect purchase intention positively while perceived quality affect perceived value and perceive value partially mediate relation between perceived quality and purchase intention. Through the analysis result, the suggestion for game developer is to increase quality and value perceived by the customer for their production while keeping the price on the best position to ensure customer will have intent to purchase their product.
Industri game merupakan bidang hiburan yang memiliki pasar yang luas dengan pertumbuhan yang konsisten, baik dalam hal pendapatan maupun teknologi. Banyak perusahaan besar telah mencoba memanfaatkan pertumbuhan ini untuk memproduksi video game AAA dengan budget tinggi dan menjualnya secara digital. Penelitian berikut dilakukan untuk memahami pengaruh persepsi harga dan persepsi kualitas terhadap niat pembelian pelanggan untuk video game digital AAA melalui persepsi nilai sebagai variabel mediasi untuk memastikan produk tersebut terjual dengan baik karena anggaran untuk memproduksinya yang tinggi. Penelitian ini menggunakan metode penelitian kuantitatif dengan rancangan penelitian comparative casual untuk memahami hubungan sebab akibat. Berdasarkan hasil analisis, persepsi harga, persepsi kualitas, dan persepsi nilai memengaruhi niat pembelian secara positif sedangkan persepsi kualitas memengaruhi nilai yang dipersepsikan dan persepsi nilai memediasi sebagian hubungan antara persepsi kualitas dan niat pembelian. Melalui hasil analisis, saran bagi pengembang game adalah meningkatkan kualitas dan nilai yang dipersepsikan oleh pelanggan untuk produksi mereka sambil menjaga harga pada posisi terbaik untuk memastikan pelanggan akan memiliki niat untuk membeli produk mereka.
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