LOPULALAN, CHRISTIAN RAHMADHANY (2024) PENGARUH PERCEIVED VALUE, UTILITARIAN VALUE, DAN HEDONIC VALUE TERHADAP REPURCHASE INTENTION VIRTUAL ITEM MELALUI CUSTOMER SATISFACTION DI PLATFORM STEAM BAGI PEMAIN DOTA 2 DI INDONESIA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jatim.
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Abstract
This study aims to examine the influence of perceived value, utilitarian value, and hedonic value on repurchase intention of virtual items, through customer satisfaction in the relationship for Dota 2 players in Indonesia who use the Steam platform. This study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) as the data analysis method to test the proposed hypotheses. Data was collected through an online survey to active Dota 2 players using the Steam platform in Indonesia. Respondents who met the inclusion criteria were then asked to fill out a questionnaire that focused on perceived value, utilitarian value, hedonic value, customer satisfaction, and repurchase intention related to virtual items in the Dota 2 game. The results of analysis show that perceived value does not have a significant positive effect on repurchase intention of virtual items in Dota 2 in Indonesia. Meanwhile, utilitarian value and hedonic value have a positive and significant effect on the repurchase intention of virtual items in Dota 2 in Indonesia. In addition, perceived value, utilitarian value and hedonic value have not been able to have a significant influence on repurchase intention through customer satisfaction. This research makes an important contribution in understanding the factors that influence the repurchase intention of virtual items among Dota 2 players in Indonesia through the Steam platform, as well as the implications for customer experience management and marketing strategies in the digital game industry, especially in battle pass or Compendium virtual items in Indonesia.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Economic > Magister Management | ||||||||||||
| Depositing User: | Christian Rahmadhany Lopulalan | ||||||||||||
| Date Deposited: | 29 Jul 2024 06:18 | ||||||||||||
| Last Modified: | 29 Jul 2024 06:18 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/27980 |
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