Membedah Kejayaan Industri Game: Perilaku Konsumen Terhadap Transaksi Mikro dalam Game Genshin Impact Indonesia
DOI:
https://doi.org/10.37385/msej.v5i2.6393Keywords:
Compulsive buying, Gaming Experience, Gaming Industry, Microtransaction, Online Brand CommunityAbstract
Industri hiburan khususnya industri game akan selalu berkembang untuk menarik minat konsumen, salah satunya pada game populer bernama Genshin Impact. Game ini memiliki faktor yang menarik konsumen yaitu aksesoris dalam game-nya. Meski tidak mempengaruhi performa permainan, konsumen tetap melakukan pembelian. Tujuan penelitian ini adalah untuk mengetahui bagaimana gaming experience (GE) dan online brand community (OBC) dapat mempengaruhi sikap compulsive buying (CB), dan bagaimana pengaruh compulsive buying terhadap microtransaction (MT). Teknik pengambilan sampel dalam penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel yang digunakan sebanyak 113 responden dengan menggunakan PLS sebagai alat analisis data. Hasil penelitian ini terdapat satu hipotesis yang ditolak yakni GE terhadap CB, namun hipotesis lainnya diterima. Berdasarkan hasil penelitian, HoYoverse diharapkan dapat memelihara OBC yang telah terbentuk disekitar game Genshin Impact agar dapat lebih menguntungkan bagi industri dan konsumen
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