PENGARUH INTERAKSI C2C TERHADAP MINAT BELI KEMBALI MELALUI CITRA MEREK DAN KETERLIBATAN KONSUMEN PADA BARANG VIRTUAL DALAM MOBILE GAME PUBG

Cahyadi, William (2022) PENGARUH INTERAKSI C2C TERHADAP MINAT BELI KEMBALI MELALUI CITRA MEREK DAN KETERLIBATAN KONSUMEN PADA BARANG VIRTUAL DALAM MOBILE GAME PUBG. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (298kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (389kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (739kB) | Preview
Preview	Text (Chapter 1) Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter 2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter 5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (952kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Penelitian ini memiliki tujuan untuk menguji pengaruh interaksi C2C terhadap minat beli kebali pada barang virtual dalam mobile game PUBG melalui citra merek dan keterlibatan konsumen. Penelitian ini menggunakan penelitian jenis kuantitatif sebagai landasan penelitian. Teknik sampling yang digunakan adalah probability sampling. Populasi dalam penelitian ini adalah pemain aktif PUBG yang memiliki aplikasi PUBG di smartphone mereka dan pernah melakukan pembelian barang virtual dalam mobile game PUBG dengan jumlah sampel sebanyak 100 responden. Analisis data dalam penelitian ini dilakukan menggunakan aplikasi SmartPLS 3.0. Hasil dari penelitian ini menunjukkan bahwa interaksi C2C berpengaruh positif dan signifikan terhadap citra merek dan keterlibatan konsumen. Penelitian ini juga menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keterlibatan konsumen dan minat beli kembali. Ditemukan pula bahwa keterlibatan konsumen berpengaruh positif dan signifikan terhadap minat beli kembali. / This study aims to examine the effect of C2C interaction on repurchase intention in virtual goods in the PUBG mobile game through brand image and consumer engagement. This study uses quantitative research as the basis of research. The sampling technique used is probability sampling. The population in this study are active PUBG players who have the PUBG application on their smartphones and have purchased virtual goods in the PUBG mobile game with a total sample of 100 respondents. Data analysis in this study was carried out using the SmartPLS 3.0 application. The results of this study indicate that C2C interaction has a positive and significant effect on brand image and consumer engagement. This study also shows that brand image has a positive and significant effect on consumer engagement and repurchase intention. It was also found that consumer engagement has a positive and significant effect on repurchase intention.

Actions (login required)

View Item