ISTAKHOIRI, FAUZI (2021) PENGARUH KELOMPOK REFERENSI, KEMUDAHAN PENGGUNAAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN MEMAINKAN GAME MOBILE LEGENDS (Studi Kasus pada Pengguna Mobile Legends di Wilayah Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the Influence of reference group, ease of use, and word of mouth on the decision to play the Mobile Legends game. population in this research is users of Mobile Legends game in Jakarta.The sample used is 100 respondents, calculated based on Unknown Population formula.The sampling method uses Non Probability Sampling with Accidential Sampling. The methods of data collection using survey method, with the research instrument is a questionnaire.The data analysis method using Partial Least Square. This study proves that the reference group has a positive and significant effect on the decision to play the game. Ease of use has a positive and significant effect on the decision to play the game. Word of mouth has a positive and significant effect on the decision to play the Mobile Legends game in Jakarta. Keywords: Reference Group, Ease of Use, Word of Mouth, Decision to Play Game Penelitian ini bertujuan untuk menganalisis pengaruh kelompok referensi, kemudahan penggunaan dan word of mouth terhadap keputusan memainkan game Mobile Legends. Populasi dalam penelitian ini adalah para pengguna game Mobile Legends di Jakarta. sampel yang dipergunakan adalah sebanyak 100 responden, dihitung dengan rumus unknown population. Teknik pengambilan data menggunakan metode non probability sampling dengan Accidential Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kelompok referensi berpengaruh positif dan signifikan terhadap keputusan memainkan game. Kemudahan penggunaan berpengaruh positif dan signifikan terhadap keputusan memainkan game. Word of mouth berpengaruh positif dan signifikan terhadap keputusan memainkan game Mobile Legends di Jakarta. Kata Kunci: Kelompok Referensi, Kemudahan Penggunaan, Word of Mouth, Keputusan Memainkan Game.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43115110148 |
| Uncontrolled Keywords: | Kelompok Referensi, Kemudahan Penggunaan, Word of Mouth, Keputusan Memainkan Game. |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 25 Jul 2023 02:40 |
| Last Modified: | 25 Jul 2023 02:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79558 |
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