Pengaruh Utilitarian Value, Hedonic Value, Time/Effort, dan Social Value dalam Game Use Intention terhadap Niat Membeli pada Pengguna Shopee Games di Surabaya

Nailah Safitri, Fresha Kharisma, Ratih Amelia, Muhammad Fajar Wahyudi Rahman

Abstract


Perkembangan e-commerce berbasis gamifikasi mendorong peningkatan keterlibatan konsumen melalui integrasi mekanisme permainan dengan aktivitas transaksi. Penelitian ini bertujuan menganalisis pengaruh utilitarian value, hedonic value, social value, dan time/effort terhadap game use intention dan purchase intention pada mahasiswa pengguna Shopee Games di Surabaya. Penelitian ini mengaplikasikan metode kuantitatif dengan data asli yang didapat dari 173 responden yang diambil melalui teknik purposive sampling. Analisis data dilakukan dengan SEM-PLS menggunakan perangkat lunak SmartPLS 3. Berdasarkan hasil penelitian, game use intention dipengaruhi secara positif dan signifikan oleh utilitarian value dan hedonic value, sedangkan game use intention maupun purchase intention dipengaruhi secara positif dan signifikan oleh time/effort. Sebaliknya, purchase intention tidak dipengaruhi secara signifikan oleh social value dan game use intention. Variabel time/effort menjadi prediktor yang paling dominan terhadap purchase intention. Temuan ini mengindikasikan bahwa investasi waktu dan usaha pengguna dalam sistem gamifikasi terintegrasi berpotensi meningkatkan niat pembelian pengguna Shopee Games di Surabaya.

Keywords


game use intention; gamifikasi e-commerce; perceived value; purchase intention; SEM-PLS; Shopee Games

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.103541

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