ANALISIS PENGARUH GAMING EXPERIENCE DAN ONLINE BRAND COMMUNITY TERHADAP COMPULSIVE BUYING SERTA PENGARUHNYA PADA MICROTRANSACTION DALAM GAME GENSHIN IMPACT

Misbach, Nur Alifa (2024) ANALISIS PENGARUH GAMING EXPERIENCE DAN ONLINE BRAND COMMUNITY TERHADAP COMPULSIVE BUYING SERTA PENGARUHNYA PADA MICROTRANSACTION DALAM GAME GENSHIN IMPACT. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The entertainment industry, especially the gaming industry, will always develop to attract consumer interest, one of which is the popular game Genshin Impact. This game has a factor that attracts consumers, namely in-game accessories. Although it does not affect game performance, consumers still make purchases. The purpose of this study was to determine how gaming experience and online brand community can influence compulsive buying attitudes, and how compulsive buying affects microtransactions. The sampling technique in this study used the non-probability sampling method with a purposive sampling approach. This study used 113 respondents who were selected based on certain relevant criteria. In analyzing the data, the Partial Least Squares (PLS) method was used, because it is suitable for structural models with relatively small sample sizes and can test the relationship between latent variables. The results of this study indicate that of the number of hypotheses proposed, one hypothesis was rejected, namely the relationship between gaming experience and compulsive buying. Meanwhile, other hypotheses were accepted, which means that other factors studied in this study have a significant relationship with related variables.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	NIDN0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Raharjo, Raden Johnny Hadi	NIDN20119841209227	raden.johnny.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Nur Alifa Misbach

Date Deposited:

12 Dec 2024 02:17

Last Modified:

12 Dec 2024 02:17

URI:

https://repository.upnjatim.ac.id/id/eprint/32641