Faktor Pendorong Keputusan Pembelian Virtual Item Pada Mobile Commerce (Studi Kasus: Game Mobile Legends)

Elkaf Fahrezi Soebianto Putra, Betty Purwandari, Imairi Eitiveni, Mardiana Purwaningsih

Abstract


MOBA atau Multiplayer Online Battle Arena atau biasa disebut action real-time strategy (ARTS) merupakan bagian dari real-time strategy (RTS). Salah satu jenis game aksi Multiplayer Online Battle Arena (MOBA) pada perangkat seluler adalah Mobile Legend. Game tersebut dibuat dan dikembangkan oleh perusahaan pengembang game dari Shanghai, China yang bernama Moonton. Game ini telah memiliki jutaan pemain di dunia. Terbukti dari sebuah market aplikasi play store dengan jumlah unduhan pada bulan April 2021 mencapai lebih dari 100 juta. Dapat disimpulkan 100 juta lebih perangkat smartphone telah menginstal game ini sejak peluncuran global untuk platform android pada 11 Juli 2016. Di Indonesia sendiri pengguna aktif bulanan dari jumlahnya mencapai 50 juta lebih, kondisi tersebut merupakan pencapaian terbesar dibandingkan dengan negara-negara lain. Adanya perkembangan sedemikian cepatnya dalam industri game, khususnya Mobile Legends, maka perlu adanya strategi bersaing secara efektif yang berfokus pada pelanggan. Penelitian ini berusaha untuk mengetahui faktor pendorong pembelian skin pada game Mobile Legends. Penelitian ini mengadopsi Theory of Consumption Value (TCV) dan juga Stimulus Organism Response sebagai dasar pembangunan model konseptual. Berdasarkan 100 data yang valid, keseluruhan hipotesis diterima. Seluruh variabel memiliki hubungan positif dan juga signifikan.

Keywords


Mobile Legends; Penelitian Campuran; Stimulus Organism Response; Teori Nilai Konsumsi

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DOI: http://doi.org/10.25273/research.v5i1.12396

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