PENGARUH USES AND GRATICATION DAN PERCEIVED VALUE TERHADAP KEPUTUSAN TOP UP VIRTUAL ITEM PADA PUBG MOBILE MELALUI SATISFACTION PLAYER SEBAGAI VARIABEL INTERVENING

RAHMADIANSYAH, FREDO ARIZKI (2020) PENGARUH USES AND GRATICATION DAN PERCEIVED VALUE TERHADAP KEPUTUSAN TOP UP VIRTUAL ITEM PADA PUBG MOBILE MELALUI SATISFACTION PLAYER SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh uses and gratification dan perceived value melalui satisfaction player terhadap keputusan top up virtual item pada gim PUBG mobile. Melalui ringkasan hasil penelitian sebelumnya, use and gratification , perceived value, satisfaction player, dan keputusan top up virtual item pada gim PUBG mobile dipilih untuk membentuk model. Populasi dalam penelitian ini adalah pemain atau pengguna gim PUBG Mobile, menggunakan teknik purposive sampling. Dalam penelitian ini, sebanyak 206 pengguna gim Pubg Mobile mengikuti survei secara daring. Data dianalisis dan diukur dengan SMART PLS 3.0. Hasil dari penelitian untuk hedonic gratification, social gratification, perceived value tidak berpengaruh terhadap keputusan top up virtual item namun ketiga variabel berpengaruh positif dan signifikan terhadap satisfaction player. Selain itu utilitarian gratification berpengaruh positif dan signifikan terhadap keputusan top up virtual item dan satisfaction player serta satisfaction player mampu memediasi pengaruh hedonic gratifcation, utilitarian gratification, social gratification dan perceived value terhadap keputusan top up virtual item. Kata kunci : uses and gratification, perceived value, satisfaction, purchase decision process, mobile game, virtual item. This study aimed to investigate the impact of the user’s gratification and perceived value through satisfaction player on their purchase decision process for virtual item in PUBG mobile. Through the summary of previous research result, uses and gratification theory, perceived value, satisfaction player, and purchase decision process were selected to form the model. The population in this study were players or users of the PUBG Mobile game with the sampling technique using purposive sampling. In this study, a total of 206 Pubg Mobile game users took part in the survey through online. Data was analyzed and measures by SMART PLS 3.0. The results of the study for hedonic satisfaction, social satisfaction, perceived value have no effect on virtual item decisions but the three variables have a positive and significant effect on player satisfaction. In addition, utilitarian gratification has a positive and significant effect on virtual item top up decisions and player satisfaction and player satisfaction is able to mediate the effect of hedonic gratifcation, utilitarian gratification, social gratification and perceived value on top up virtual items decisions Keywords : uses and gratification, perceived value, satisfaction, purchase decision process, mobile game, virtual item.

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