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 beli The 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 cafe 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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