Pengaruh Perceived Enjoyment, Social Influence, Dan Trust Terhadap Purchase intention in game currency Dalam Game Roblox Di Kalangan Generasi Z Kota Surabaya

Jamilatun Najah, Dhiyan Septa Wihara

Abstract


Penelitian ini bertujuan menganalisis pengaruh Perceived Enjoyment, Social Influence, dan Trust terhadap Purchase intention in game currency pada pemain Roblox Generasi Z di Kota Surabaya. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 160 responden pemain aktif yang pernah membeli Robux. Data primer diperoleh dari kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 23 , disertai uji validitas, reliabilitas, asumsi klasik, uji T, uji F, dab uji Koefisien Determinasi. Hasil penelitian menunjukkan bahwa secara parsial masing-masing variabel berpengaruh positif dan signifikan terhadap Purchase Intention. Secara simultan, ketiganya juga terbukti memberikan pengaruh signifikan. Temuan ini menegaskan bahwa semakin tinggi kesenangan bermain, dorongan sosial, serta kepercayaan terhadap keamanan dan kredibilitas transaksi, maka semakin besar niat Generasi Z untuk melakukan pembelian mata uang virtual.

Keywords


Perceived Enjoyment, Social Influence, Trust, Purchase intention in game currency Roblox

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.98184

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