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Ghina Rizky
Jhanghiz Syahrivar
Yuling Wei
Chairy Chairy


Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi niat bermain dan membayar (P2P) pada game seluler. Pasar game seluler sedang tumbuh dan menguntungkan. Dalam hal pendapatan, Indonesia adalah salah satu pasar game terbesar di Asia Tenggara. Namun, perusahaan game lokal hanya memiliki persentase pasar yang sangat kecil. Beberapa konsep yang terkait dengan P2P dimasukkan dalam penelitian ini, yaitu fleksibilitas waktu, pengalihan, dan tantangan. Penelitian kuantitatif ini menggunakan teknik purposive sampling dan berhasil mengumpulkan 324 mobile gamer bergenre Strategy, Multiplayer Online Battle Arena (MOBA) dan Action. Untuk menganalisis data, penelitian ini menggunakan Structural Equation Modeling (SEM) melalui software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa 1) Tantangan memiliki efek positif terhadap niat bermain game seluler dan niat membayar barang virtual 2) Niat bermain game seluler memiliki efek positif terhadap niat membayar barang virtual 3) Pengalihan memiliki efek positif terhadap niat membayar barang virtual dan 4) Niat bermain game seluler memediasi secara parsial hubungan antara tantangan dan niat membayar barang virtual.


This research aims to investigate factors influencing the intention to play and pay (P2P) in mobile games. The mobile games market is growing and lucrative. In terms of revenue, Indonesia is one of Southeast Asia's biggest gaming markets. However, local gaming companies only own a very small percentage of the market. Several P2P-related concepts are incorporated in this research, namely time flexibility, diversion, and challenge. This quantitative research used a purposive sampling technique to recruit 324 mobile gamers from Strategy, Multiplayer Online Battle Arena (MOBA) and Action genres. To analyse the data, this research employed Structural Equation Modelling (SEM) via SPSS and AMOS software. The results show that 1) Challenge has positive effects on the intention to play mobile games and the intention to pay for virtual items 2) The intention to play mobile games has a positive effect on the intention to pay for virtual items 3) Diversion has a positive effect on the intention to pay for virtual items and 4) The intention to play mobile games partially mediates the relationship between challenge and the intention to pay for virtual items.


Article Details

Author Biographies

Jhanghiz Syahrivar, President University and Corvinus University of Budapest

Jhanghiz Syahrivar is an Assistant Professor and Program Coordinator of Marketing at President University, Indonesia, and a research fellow at Corvinus University of Budapest, Hungary. He is one of the key organizers of the European Marketing Academy (EMAC) Conference. His primary research area is moral consumption behaviour, covering religious/spiritual and green/sustainable research. Jhanghiz has been invited as an international reviewer for Elsevier and Springer publications. In 2016, he was involved as an on-site supervisor in the International Research Project (IRP) organized by the Marketing Association of Amsterdam (MAA). From 2019 to 2021, he was involved as an international researcher for an Autonomous Vehicle (AV) research project funded by the Hungarian Government. Jhanghiz has also received several scholarships and awards, among others from the EducationUSA Program, USA (2015), the Stipendium Hungaricum Program, Hungary (2018), and the Polish-Asian Bridge PROM Program, Poland (2019).

Chairy Chairy, President University

Professor of Marketing


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