Memahami faktor-faktor yang memengaruhi pembelian virtual item dalam game online: studi kasus valorant

Ambarita, Ignasius Migel Horas (2022) Memahami faktor-faktor yang memengaruhi pembelian virtual item dalam game online: studi kasus valorant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Valorant merupakan salah satu game populer yang dikategorikan sebagai First Person Shooter (FPS). Game ini menawarkan pemain dengan pembelian dalam game untuk item virtual. Termasuk dalam item virtual ini adalah berbagai jenis senjata dan skin senjata yang dirancang secara menarik untuk menutupi badan senjata secara unik. Lantas, faktor apa saja yang mempengaruhi mereka untuk meningkatkan niat membeli item virtual di Valorant? Pertanyaan inilah yang menjadi perhatian utama dari tugas akhir ini. Untuk mencapai tujuan tersebut, beberapa faktor awal dipertimbangkan dan dianalisis lebih lanjut untuk mencari hubungan antara faktor-faktor tersebut. Setelah investigasi awal ada lima faktor yang menjadi perhatian, yaitu celebrity endorsement, kepuasan terhadap game, niat dari diri sendiri, penampilan karakter, dan kepercayaan kepada seller yang dinyatakan sebagai lima hipotesis terpisah. Untuk mengumpulkan data kuantitatif, digunakan metode sampling jenis purposive sampling. Metode pengumpulan data dilakukan dengan mendistribusikan kuesioner kepada responden. Responden yang ditargetkan adalah pemain Valorant yang tinggal di Indonesia dan pernah membeli item virtual. Berdasarkan data yang diperoleh dari 320 responden, data statistik yang terkumpul diolah dengan menggunakan SPSS Versi 26 sedangkan masing-masing hipotesis diuji menggunakan PLS-SEM Versi 4. Hasil menunjukkan bahwa masing-masing faktor berikut, yaitu niat dari diri, penampilan karakter, dan kepercayaan kepada seller, memiliki pengaruh positif terhadap minat pembelian item virtual Valorant. Sementara itu, celebrity endorsement dan kepuasan terhadap game ternyata tidak berpengaruh terhadap minat pembelian./Valorant is one of the popular games categorized as a first person shooter game. This game offers players with in-game purchases for virtual items. Included in these virtual items are different types of guns and beautifully designed skins that are suitable for covering the body of the weapon uniquely. Thus, what factors do influence them to increase their intention to purchase virtual items in Valorant? This question becomes the main concern of this final project. To achieve the purpose, some initial factors are taken into consideration and analyzed further to seek the relationship among those factors. After initial investigation there are five factors that are concerned, namely celebrity endorsements, game satisfactory, self-intention, character appearance, and buyer-seller trust are expressed as five hypotheses. To collect quantitative data, the sampling method used was purposive sampling and the data collection method was carried out by distributing questionnaires to respondents, the intended respondents were Valorant players, living in Indonesia, and had purchased virtual items. Based on the responses from 320 respondents, the collected statistical data were processed using SPSS Version 26 while each hypothesis was tested using PLS-SEM Version 4. The results showed that each of the following factors, namely self-intention, character appearance, and buyer-seller trust, has a positive relationship on the intention to buy Valorant virtual items. Meanwhile, celebrity endorsement and game satisfaction have no effect on purchase intention.

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