PENGARUH ENJOYMENT VALUE,CHARACTER COMPETENCY VALUE,VISUAL AUTHORITY VALUE,MONETARY VALUE DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENSI PEMBELIAN VIRTUAL ITEM PADA ONLINE GAME PRODUK HONKAI STAR RAIL

Lazuardi Wildan, Ridho (2025) PENGARUH ENJOYMENT VALUE,CHARACTER COMPETENCY VALUE,VISUAL AUTHORITY VALUE,MONETARY VALUE DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENSI PEMBELIAN VIRTUAL ITEM PADA ONLINE GAME PRODUK HONKAI STAR RAIL. Skripsi thesis, UIN Prof.K.H. Saifuddin Zuhri.

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Text Lazuardi Wildan Ridho _PENGARUH ENJOYMENT VALUE,CHARACTER COMPETENCY VALUE,VISUAL AUTHORITY VALUE,MONETARY VALUE DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENSI PEMBELIAN VIRTUAL ITEM PADA ONLINE GAME.pdf Download (3MB) | Preview

Abstract

The online gaming industry is one of the fastest-growing and most innovative sectors of the digital economy. This growth is driven by increasing public interest in digital entertainment and trends in competitive and interactive gaming. Honkai Star Rail, as one of the most popular games, offers a unique gaming experience through various virtual items that enhance player appeal and satisfaction. In the face of intense competition in the gaming market, understanding the factors influencing the purchase intention of virtual items is crucial. Evaluating the effects of enjoyment value, character competency value, visual authority value, monetary value, and electronic word of mouth (eWOM) on purchase intention provides valuable insights into consumer behavior. This study aims to analyze the influence of enjoyment value, character competency value, visual authority value, monetary value, and electronic word of mouth (eWOM) on the purchase intention of virtual items in the game Honkai Star Rail. The research employs a quantitative method using primary data collected through questionnaires. The sample was determined using a non-probability sampling technique with a purposive sampling method, targeting respondents aged at least 18 years old, who have made at least one virtual item purchase, and have been actively playing Honkai Star Rail in the past three months. The results of t-tests, F-tests, and regression analysis indicate that, partially, enjoyment value, character competency value, and eWOM significantly influence purchase intention. Meanwhile, visual authority value and monetary value showed no significant effect. Simultaneously, all independent variables significantly influenced purchase intention. These findings provide valuable insights for game developers on the importance of creating engaging gaming experiences and leveraging eWOM as a marketing strategy. Keywords: Purchase Intention, Enjoyment Value, Character Competency Value, Virtual Items, Honkai Star Rail.

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