NURMALASARI, ELMA (2026) PENGARUH MARKETING PUBLIC RELATIONS DEVELOPER GARENA INDONESIA TERHADAP MINAT PEMBELIAN ITEM DALAM GAME ONLINE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the effect of Marketing Public Relations on the purchase intention of in-game items in Garena Indonesia online games. The study is motivated by the rapid growth of the online gaming industry in Indonesia, where digital item purchases have become one of the main sources of revenue for game developers, making Marketing Public Relations activities essential in influencing players’ purchase intentions. This research adopts a positivist paradigm with a quantitative approach and survey method targeting the population of active Garena online game players, which is considered an infinite population. The sampling technique employed is non-probability sampling using a purposive sampling approach based on specific criteria, namely active players who have previously purchased in-game items and are at least 17 years old. The sample size was determined using the Lemeshow formula at a 95% confidence level and a 10% margin of error, resulting in a total of 100 respondents. The Marketing Public Relations variable was measured using pull, push, and pass strategy indicators, while purchase intention was measured through transactional, referential, preferential, and exploratory intention indicators. Data were collected using a Likert-scale questionnaire and analyzed through simple linear regression with the assistance of SPSS version 25. The results indicate that Marketing Public Relations has a positive and significant effect on the purchase intention of in-game items, contributing 58.7% to the variance in purchase intention, which suggests a fairly strong relationship, although other factors beyond this study also influence players’ purchase intentions. Keywords: Marketing Public Relations, Purchase Intention, Online Games, InGame Items, Garena Indonesia Penelitian ini bertujuan untuk mengetahui pengaruh Marketing Public Relations terhadap minat beli item dalam game online Garena Indonesia. Penelitian ini dilatarbelakangi oleh pesatnya perkembangan industri game online di Indonesia, di mana pembelian item digital menjadi salah satu sumber pendapatan utama perusahaan pengembang, sehingga aktivitas Marketing Public Relations menjadi penting dalam memengaruhi minat beli pemain. Penelitian ini menggunakan paradigma positivisme dengan pendekatan kuantitatif dan metode survei terhadap populasi pemain aktif game Garena Indonesia yang bersifat tidak terhingga (infinite population). Teknik penarikan sampel menggunakan non-probability sampling dengan pendekatan purposive sampling berdasarkan kriteria pemain aktif, pernah membeli item dan berusia minimal 17 tahun. Jumlah sampel ditentukan menggunakan rumus Lemeshow pada tingkat kepercayaan 95% dan margin of error 10%, dengan jumlah responden penelitian sebanyak 100 orang. Variabel Marketing Public Relations diukur melalui indikator pull, push, dan pass strategy, sedangkan minat beli diukur melalui indikator transaksional, referensial, preferensial, dan eksploratif. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier sederhana dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa Marketing Public Relations berpengaruh positif dan signifikan terhadap minat beli item dalam game online dengan kontribusi sebesar 58,7%, yang menunjukkan hubungan cukup kuat meskipun masih terdapat faktor lain di luar penelitian yang memengaruhi minat beli pemain. Kata Kunci: Marketing Public Relations, Minat Beli, Game Online, Item Digital, Garena Indonesia
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