DETERMINAN NIAT BELI PRODUK VIRTUALDALAM VIDEOGAME (Studi empiris pada videogame Genshin Impact)

*Fadel Rizky Handoko  -  Departemen Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro

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Abstract
ABSTRACT
This study aims to to find the determinants of virtual product niat beli in videogame,
thevideogameusedforthisresearchisaonlinefree-to-playvideogamecalledGenshin
Impact.
A study on Genshin Impact player. The method used in this study is a mixed method
usingbothquantitativemethodandqualitativemethod.Thepopulationinthisstudyare
peoplewho playedGenshin Impact. The sample used for quantitative method and qualitative
methodare 100 people and 5 people respectively. Data analysys was carried out using SPSS
andSmartPLS.
TheresultsshowthattheAestheticDesignvariablehasapositiveandsignificant
effecton Purchase Intention, while Free-trial Experience and Online Review variable
doesn’t havesignificanteffect onPurchaseIntention.
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Keywords: Keywords : Videogame, Purchase Intention, Aesthetic Design, Free-trial Experience, OnlineReview, Genshin Impact
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Section: Articles
Language : ID
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