ANTESEDEN NIAT MEMBELI NAMELESS GLORY PADA GAME HONKAI STAR RAIL
Abstract
Penelitian ini bertujuan untuk menguji pengaruh nilai hedonik, nilai utilitarian, nilai ekonomi dan nilai emosional terhadap niat membeli namelees glory dengan mediasi Kepuasan dan Loyalitas sebagai variabel intervening pada pemain Game Honkai Star Rail di Indonesia. Populasi dalam penelitian ini adalah masyarakat Indonesia yang Bermain game Honkai Star Rail. Jumlah sampel dalam penelitian ini adalah 180 responden dengan menggunakan teknik pengambilan sampelnya yaitu non probability sampling dengan metode purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa nilai hedonik berpengaruh positif terhadap kepuasan, nilai utilitarian berpengaruh positif terhadap kepuasan, nilai ekonomi berpengaruh positif terhadap kepuasan, nilai emosional berpengaruh positif terhadap kepuasan, nilai hedonik berpengaruh positif terhadap loyalitas, nilai utilitarian berpengaruh positif terhadap loyalitas, nilai ekonomi berpengaruh positif terhadap loyalitas, nilai emosional berpengaruh positif terhadap loyalitas, kepuasan tidak berpengaruh positif terhadap niat membeli Nameless Glory, loyalitas berpengaruh positif terhadap niat membeli Nameless Glory.
Keywoards: Nilai Hedonik,Nilai Utilitarian, Nilai Ekonomi, Nilai Emosional, Kepuasan, Loyalitas, Nameless Glory , Honkai Star Rail
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