PENGARUH FUNCTIONAL VALUE, EMOTIONAL VALUE DAN SOCIAL VALUE TERHADAP PERILAKU GAMER DALAM MEMUTUSKAN PEMBELIAN PRODUK VIRTUAL
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Institusion

Universitas Katolik Musi Charitas

Author

Vandra, Gunawan

Subject

B Philosophy (General) 

Datestamp

2021-03-04 03:12:01 

Abstract :
The purpose of this study is to analyze and prove empirically whether functional value, emotional value and social value affect gamers' behavior in deciding to purchase virtual products. This type of research is a field study. The population in this study are people who play online games in Indonesia. The sampling technique in this study used a purposive sampling technique involving 120 respondents. The analysis technique in this study uses multiple regression while to test the hypothesis the t test and F test are used. The results in this study indicate that functional value and emotional value have a positive and significant effect on gamer behavior in deciding to purchase virtual products. Meanwhile, social value has a negative and insignificant effect on gamer behavior in deciding to purchase virtual products. Keywords: Functional Value, Emotional Value, Social Value, Purchase Decision Microtransaction,Virtual Product 

File :
EM-2021-1722005-Cover.pdf
EM-2021-1722005-Abstract.pdf
EM-2021-1722005-Complete.pdf
EM-2021-1722005-Summary_id.pdf
EM-2021-1722005-Tableofcontent.pdf
EM-2021-1722005-Chapter1.pdf
EM-2021-1722005-Chapter2.pdf
EM-2021-1722005-Chapter3.pdf
EM-2021-1722005-Chapter4.pdf
EM-2021-1722005-Conclusion.pdf
EM-2021-1722005-Reference.pdf
EM-2021-1722005-Attachment.pdf