PERANAN NILAI KOMPETENSI KARAKTER DAN PERCEIVED USEFULNESS SEBAGAI PEMEDIASI NILAI VIRTUAL ITEM TERHADAP MINAT BELI ULANG SKIN MOBILE LEGEND (STUDI PADA PEMAIN GAME DI JABODETABEK)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
MUFID, ZHAFRAN
Subject
Manajemen Pemasaran
Datestamp
2023-09-11 07:20:46
Abstract :
This study aims to determine the role of character competence value and perceived usefulness as a mediator of virtual item value on repurchase interest in Mobile Legends skins for game players in Jabodetabek. This study uses an associative quantitative research strategy. The data source used is primary data. The population in this study were Mobile Legends game players in Jabodetabek. The sampling technique used was purposive sampling with sample criteria for Mobile Legends game players in Jabodetabek who have purchased skins in the past year. Collecting data by distributing questionnaires in the form of Google Forms via Whatsapp totaling 100 respondents. Data analysis of respondents' answers using the Smart PLS 3 program. The results of this study prove that the value of virtual items has a direct effect on repurchase intention, the value of character competence and perceived usefulness. The value of character competence has a direct effect on repurchase intention. While perceived usefulness has no effect on repurchase interest. Furthermore, the value of character competence and perceived usefulness does not mediate the value of virtual items on repurchase intention. Penelitian ini bertujuan untuk mengetahui peranan nilai kompetensi karakter dan perceived usefulness sebagai pemediasi nilai virtual item terhadap minat beli ulang skin Mobile Legends pada pemain game di Jabodetabek Penelitian ini menggunakan strategi penelitian kuantitatif asosiatif. Sumber data yang digunakan adalah data primer. Populasi pada penelitian ini adalah pemain game Mobile Legends di Jabodetabek. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria sampel pemain game Mobile Legends di Jabodetabek yang pernah membeli skin dalam satu tahun terakhir. Pengumpulan data dengan menyebarkan kuesioner berupa Google Form melalui Whatsapp berjumlah 100 responden. Analisis data jawaban responden menggunakan program Smart PLS 3. Hasil penelitian ini membuktikan bahwa nilai virtual items berpengaruh langsung terhadap minat beli ulang, nilai kompetensi karakter dan perceived usefulness. Nilai kompetensi karakter berpengaruh langsung terhadap minat beli ulang. Sedangkan perceived usefulness tidak berpengaruh terhadap minat beli ulang. Selanjutnya nilai kompetensi karakter dan perceived usefulness bukan menjadi pemediasi nilai virtual item terhadap minat beli ulang.
This study aims to determine the role of character competence value and perceived usefulness as a mediator of virtual item value on repurchase interest in Mobile Legends skins for game players in Jabodetabek. This study uses an associative quantitative research strategy. The data source used is primary data. The population in this study were Mobile Legends game players in Jabodetabek. The sampling technique used was purposive sampling with sample criteria for Mobile Legends game players in Jabodetabek who have purchased skins in the past year. Collecting data by distributing questionnaires in the form of Google Forms via Whatsapp totaling 100 respondents. Data analysis of respondents' answers using the Smart PLS 3 program. The results of this study prove that the value of virtual items has a direct effect on repurchase intention, the value of character competence and perceived usefulness. The value of character competence has a direct effect on repurchase intention. While perceived usefulness has no effect on repurchase interest. Furthermore, the value of character competence and perceived usefulness does not mediate the value of virtual items on repurchase intention. Penelitian ini bertujuan untuk mengetahui peranan nilai kompetensi karakter dan perceived usefulness sebagai pemediasi nilai virtual item terhadap minat beli ulang skin Mobile Legends pada pemain game di Jabodetabek Penelitian ini menggunakan strategi penelitian kuantitatif asosiatif. Sumber data yang digunakan adalah data primer. Populasi pada penelitian ini adalah pemain game Mobile Legends di Jabodetabek. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria sampel pemain game Mobile Legends di Jabodetabek yang pernah membeli skin dalam satu tahun terakhir. Pengumpulan data dengan menyebarkan kuesioner berupa Google Form melalui Whatsapp berjumlah 100 responden. Analisis data jawaban responden menggunakan program Smart PLS 3. Hasil penelitian ini membuktikan bahwa nilai virtual items berpengaruh langsung terhadap minat beli ulang, nilai kompetensi karakter dan perceived usefulness. Nilai kompetensi karakter berpengaruh langsung terhadap minat beli ulang. Sedangkan perceived usefulness tidak berpengaruh terhadap minat beli ulang. Selanjutnya nilai kompetensi karakter dan perceived usefulness bukan menjadi pemediasi nilai virtual item terhadap minat beli ulang.
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