Peran social interaction, utility, self-indulgence terhadap intention to play dan intention to pay dalam game clash of clans

Soewandi, Adrian Dwi Putra (2025) Peran social interaction, utility, self-indulgence terhadap intention to play dan intention to pay dalam game clash of clans. Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Interaction, Utility, dan Self-Indulgence terhadap Intention to Play dan Intention to Pay dalam konteks permainan Clash of Clans. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 244 responden dari generasi Z di Indonesia yang pernah memainkan game tersebut dan melakukan pembelian virtual. Teknik analisis yang digunakan adalah Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa Utility dan Self-Indulgence berpengaruh positif dan signifikan terhadap Intention to Play dan Intention to Pay. Social Interaction berpengaruh signifikan terhadap Intention to Play namun tidak signifikan terhadap Intention to Pay. Selain itu, Intention to Play terbukti berpengaruh positif terhadap Intention to Pay. Penelitian ini memberikan kontribusi teoritis dalam pengembangan studi perilaku konsumen digital dan praktis bagi pengembang game dalam merancang strategi pemasaran serta fitur permainan yang lebih interaktif dan menguntungkan.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
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Thesis advisor
Lukito, Robertus Sigit Haribowo
NIDN0703087902
sigit@ukwms.ac.id
Uncontrolled Keywords: Social Interaction, Utility, Self-Indulgence, Intention to Play, Intentionto Pay
Subjects: Business > Management
Digital Business Management > Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Adrian Dwi P.S
Date Deposited: 10 Jul 2025 06:30
Last Modified: 10 Jul 2025 06:30
URI: https://repositori.ukwms.ac.id/id/eprint/43603

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