Kepuasan terhadap Game dan Nilai Otoritas Visual sebagai Faktor yang Mempengaruhi Minat Beli Virtual Goods Online Game Dota 2

Penelitian ini bertujuan untuk menguji pengaruh faktor kepuasan terhadap game dan nilai otoritas visual terhadap minat beli virtual goods game Dota 2 di Jakarta secara simultan dan parsial. Jenis penelitian yang digunakan adalah penelitian kausal dengan teknik analisis data menggunakan analisis kuantitatif. sedangkan metode pengumpulan datanya menggunakan metode survey dengan teknik purposive sampling. Penelitian ini menggunakan data primer berasal dari 100 responden pemain game Dota 2. Data dikumpulkan melalui kuesioner secara on-line melalui komunitas chat grup Jakarta pada game Dota 2 dan secara off-line melalui kafe internet di Jakarta. Uji instrumen yang dilakukan adalah uji reliabilitas dan validitas. Pengujian hipotesis dilakukan dengan menggunakan analisi regresi linear berganda. Hasil uji F terhadap kedua variabel penelitian yaitu kepuasan terhadap game dan nilai otoritas visual, menunjukkan bahwa kedua variabel tersebut secara bersama-sama (simultan) mempunyai pengaruh positif dan signifikan terhadap minat beli virtual goods game Dota 2. Sedangkan hasil uji t pada penelitian ini menunjukkan bahwa variabel kepuasan terhadap game dan nilai otoritas visual secara parsial juga mempunyai pengaruh positif dan signifikan terhadap minat beli virtual goods game Dota 2. Penelitian ini dapat berkontribusi dalam memahami perilaku konsumen game online di negara berkembang seperti Indonesia dan dapat diaplikasikan sebagai rencana pemasaran bagi bisnis game online untuk mempromosikan minat beli virtual goods. Kata kunci : Virtual Goods, kepuasan terhadap game, nilai otoritas visual, minat beliThe purpose of this study is to analyze the influence of subjective satisfaction about the game and visual authority value towards purchase intention of virtual goods online games Dota 2. The type of this research study is causal research which uses quantitative analysis. Meanwhile, the data collected through survey with structured questionnaires. Purposive sampling technique was used to draw respondents from on-line and off-line surveys. On-line survey was done through Dota 2 group chat, while off-line survey was carried out by survey at internet café in Jakarta. There were 100 respondents who completed the questionnaires. The results show that reliability and validity of the research instruments were reliable and valid. Furthermore, the findings also show that subjective satisfaction about the game and visual authority value influenced purchase intention, both partially and simultaneously. 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Gamers' Reasons for Purchasing Gaming Virtual Products: A Systematic Review

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Advancements in online payment mechanics has revolutionised the monetisation of online games. One such method known as In-App Purchases (IAPs) - small purchases of virtual goods for real world currencies, has become a popular method of increasing the profitability of online games. In-App Purchases are made only by small percentages of players in a game and the reasons influencing players to make In-App Purchases vary. Exploring the influencers of players online purchase intent in online games may assist game developers in increasing players’ willingness to make In-App Purchases. The monetisation mechanics of games and consumers’ willingness to make online purchases are an important focus in the online gaming industry when determining the profitability of a game. Thus, coming to understand the monetisation mechanics of a game and the way it influences consumers online purchase intent can be useful to game developers and marketers when developing new games. The purpose of this study was, thus, to assist both game developers and marketers in understanding the influencers of online purchase intent in online games, in order to better create and market more profitable online games. The Stimulus-Organism-Response (S-O-R) model was used to better understand InApp purchasing behavior, where Stimulus refers to game characteristics, Organism refers to gameplay experience that could lead to the Response resulting in Online Purchase Intent. The factors identified that contributed to this response include: Active Control, Reciprocal Communication, Social Identity, Skill and Challenge which constitute the Stimulus constructs of the S-O-R model; the factors which constitute Response include: Flow, Cognitive Involvement and Affective Involvement. The model was tested using an online survey and tested through the use of Partial Least Squares Structural Equation Modelling software. The results of the study provide support for the conceptual framework and indicate that Online Purchase Intent may be most influenced by the way players personally identify with a game, and how much of a challenge the game presents. The results also indicate that emotional involvement with a game has a significant positive influence on Online Purchase Intent and that online purchases may be impulse purchases. The findings of this study imply that game developers may be able to influence Online Purchase Intent by increasing the level challenge found in games. Additionally, marketers may be able to influence online purchases through the use of emotional appeals in game advertisements and by offering limited edition sales of InApp Purchases. Future research related to this study should explore which emotions are the greatest influencers of Online Purchase Intention, and how these emotions influence the willingness to make In-App Purchases

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