THE ANALYSIS OF BUYING MOTIVES IN PURCHASE DECISION OF VIRTUAL GOODS IN ONLINE GAME
ABSTRACT: This study is aimed
to analyze consumers’ buying motives to purchase virtual goods in online games.
The sample technique used purposive sampling technique because respondents
selected in accordance with characteristic that meet the criteria in the study.
Structured interviews were used to analyze respondents’ buying motives in
purchase decision of virtual goods in online games. The data were collected by
interviewing the respondent one-to-one discussion session. The buying motives
has divided into 2 variables: product buying motives and patronage buying
motives The result shows 7 indicators strongly influence consumer to do the
purchasing of virtual goods in online games study finally recommended to the
game developer to usually focus on improve the model of virtual goods and for
the future study hopefully can do some research with focus on 1 game online.
Keywords: Buying Motives.
Purchase Decision. Online Game.Virtual Goods
Penulis: Rizky Ajara
Kode Jurnal: jpmanajemendd170506
