Mekanisme Afektif di Balik Impulsive Buying dalam Gim Mobile: Peran Perceived Enjoyment pada Mobile Legends: Bang Bang
Mekanisme Afektif di Balik Impulsive Buying dalam Gim Mobile: Peran Perceived Enjoyment pada Mobile Legends: Bang Bang
DOI:
https://doi.org/10.58191/jomel.v6i1.479Kata Kunci:
Impulsive Buying, Perceived Enjoyment, User Experience, Competitive Drive, Mobile Game MonetizationAbstrak
Penelitian ini bertujuan untuk menginvestigasi mekanisme psikologis di balik perilaku belanja spontan pada industri gim seluler dengan menganalisis pengaruh Aesthetic Quality, Competitive Drive, User Experience, dan Perceived Scarcity terhadap Impulsive Buying yang dimediasi oleh Perceived Enjoyment pada pemain Mobile Legends: Bang Bang. Menggunakan pendekatan kuantitatif, data dikumpulkan dari 216 responden aktif di Indonesia melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil analisis menunjukkan bahwa seluruh hipotesis langsung terdukung secara signifikan, di mana User Experience dan Competitive Drive menjadi pendorong utama yang membentuk pengalaman emosional pemain. Temuan krusial penelitian ini mengungkapkan bahwa Perceived Enjoyment berperan sebagai mediator afektif yang kuat; kesenangan yang timbul dari kualitas visual, kemudahan akses, dan atmosfer kompetitif secara langsung memicu tindakan Impulsive Buying tanpa pertimbangan rasional jangka panjang. Perceived Scarcity juga terbukti tetap menjadi instrumen taktis yang efektif dalam mendesak keputusan pembelian spontan melalui tekanan kelangkaan item. Kesimpulannya, loyalitas dan pengeluaran pemain dalam ekosistem freemium tidak hanya dipicu oleh hal fungsional, melainkan hasil dari sinergi antara desain estetika dan stimulasi emosional yang berkelanjutan. Penelitian ini memberikan implikasi manajerial bagi pengembang gim untuk mengoptimalkan elemen visual dan interaksi pengguna sebagai strategi monetisasi yang lebih persuasif dan efektif di pasar global.Referensi
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