Analisis pengaruh performance expectancy, effort expectancy, social influence melalui purchase intention terhadap behavioural use pada pengguna game PUBG Mobile di Surabaya

Limutu, Cherilyn Agatha (2023) Analisis pengaruh performance expectancy, effort expectancy, social influence melalui purchase intention terhadap behavioural use pada pengguna game PUBG Mobile di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid-19 diyakini sebagai salah satu faktor awal yang membuat industri mobile games semakin meningkat. Hal ini diyakini oleh masyarakat karena dengan adanya Pandemi membuat masyarakat harus tetap di rumah sehingga waktu yang dihabiskan untuk aktivitas bermain game meningkat di Indonesia. Bermain game selama wabah dapat memberikan hiburan dan merasa tidak terlalu terisolasi, terutama bagi para game online. Game online saat ini menyediakan fitur�fitur seperti freemium yang membuat rasa penasaran di antara para pemainnya. Bisnis freemium dapat digambarkan sebagai sebuah produk yang pada awalnya gratis namun dapat dikenakan biaya tambahan untuk produk atau layanan premium. Adapun salah satu game online yang banyak dimainkan oleh masyarakat, yakni PUBG Mobile yang berasal dari Korea Selatan. Adanya perkembangan pesat pada game PUBG Mobile di berbagai macam negara, membuat game ini terus dikembangkan dan menjadi potensi bisnis yang besar, yakni terbentuknya E-Sport yang merupakan suatu olahraga elektronik yang meliputi perlombaan video games yang dilakukan individu maupun tim. Di Indonesia sendiri, khususnya Kota Surabaya keberadaan dari game ini mempunyi potensi yang besar dan memberikan dampak positif bagi masyarakat. Hal ini lah yang mendorong mulai banyaknya event terkait dengan perlombaan PUBG Mobile di Surabaya, baik itu besar maupun kecil. Kondisi ini membuat game PUBG mobile menjadi salah satu game bergenre battle royale yang terlaris di Indonesia, mempunyai dampak positif terhadap penggunanya, menjadi potensi bisnis di masa pandemi, dan dapat mengetahui apa yang menyebabkan pengguna game PUBG mempunyai niat untuk melakukan pembelian dalam game ini. Penelitian ini bertujuan untuk mengetahui dan meneliti pengaruh signifikan Performance Expectancy, Effort Expectancy, dan Social Influence terhadap Purchase Intention pada pengguna game PUBG Mobile di Surabaya serta mengetahui dan meneliti pengaruh signifikan Purchase Intention terhadap Behavioral Use pada pengguna game PUBG Mobile di Surabaya. Jenis penelitian yang digunakan dalam penelitian ini yaitu kuantitatif dengan turut melibatkan 100 responden dalam penelitian. Berdasarkan penelitian, hasil yang diperoleh menunjukkan bahwa Performance Expectancy, Effort Expectancy, Social Influence, dan Purchase Intention berpengaruh secara signifikan pada behavioral use. / The Covid-19 pandemic is believed to be one of the initial factors that made the mobile games industry increase. The public believes this is because the pandemic means that people have to stay at home so that the time spent on gaming activities increases in Indonesia. Playing games during the outbreak can provide entertainment and feel less entertained, especially for online gamers. Online games currently provide features such as freemium which creates curiosity among the players. A freemium business can be defined as a product that is initially free but can be charged additionally for premium products or services. One of the online games that many people play is PUBG Mobile which comes from South Korea. The rapid development of the PUBG Mobile game in various countries means that this game continues to develop and has great business potential, namely the formation of E-Sport, which is an electronic sport that includes video game competitions played by individuals and teams. In Indonesia itself, especially in the city of Surabaya, the existence of this game has great potential and has a positive impact on society. This is what has encouraged the start of many events related to the PUBG Mobile competition in Surabaya, both large and small. This condition makes the PUBG mobile game one of the best-selling battle royale genre games in Indonesia, has a positive impact on its users, has business potential during the pandemic, and can find out what causes PUBG game users to have the intention to make purchases in this game. This research aims to find out and examine the significant influence of Performance Expectancy, Effort Expectancy, and Social Influence on Purchase Intention among PUBG Mobile game users in Surabaya and to find out and examine the significant influence of Purchase Intention on Behavioral Use among PUBG Mobile game users in Surabaya. The type of research used in this research is quantitative involving 100 respondents in the research. Based on research, the results obtained show that performance expectations, effort expectations, Social Influence, and Purchase Intentions have a significant influence on usage behavior.

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