ANALYZING THE EFFECT OF CONSUMPTION VALUES ON CUSTOMER PURCHASE OF VIRTUAL GOODS IN DOTA 2: A CASE AT FEB UNSRAT MANADO
ABSTRACT: investigate what
consumption values that could have effect users’ purchase decision on Dota 2
virtual goods in Manado with specific case at the Faculty of Economics and
Business Unsrat. A quantitative method was applied to analyse data collected
using purposive sampling. Multiple linear regression was employed to analyse
the purchase decision model, Ftest and ttest were used to analyse simultaneous
and partial effects of consumption values on purchase decision of virtual goods
in Dota 2, respectively. It was revealed from this research that simultaneously
effect of Functional Value, Social Value, Emotional Value, Satisfaction with
The Game and Character Identification was significant on purchase decision of
virtual goods in Dota 2, but partially this effect was only significant for
values of Satisfaction With The Game and Character Identification. Online game
industry of Dota 2 has to maintain and develop their virtual goods related to
consumption values used in this research with special attention to items that
related to the increase of satisfaction with the game and character
identification. The future research may be focused on others indicators of
consumption values that did not involve in this research.
Keywords: consumption values,
dota 2, purchase decision, virtual good
Penulis: Reza . Djamaluddin,
Paulus . Kindangen, Maria . Tielung
Kode Jurnal: jpmanajemendd171004
