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Page 1: Analisis Pengaruh Price,Reinaldo, FIB UMN, 2017kc.umn.ac.id/4773/6/HALAMAN AWAL.pdfANALISIS PENGARUH PRICE UTILITY, FUNCTIONAL QUALITY, AESTHETICS, PLAYFULNESS, SOCIAL SELF-IMAGE EXPRESSION,

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP 

 

 

 

 

 

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

Page 2: Analisis Pengaruh Price,Reinaldo, FIB UMN, 2017kc.umn.ac.id/4773/6/HALAMAN AWAL.pdfANALISIS PENGARUH PRICE UTILITY, FUNCTIONAL QUALITY, AESTHETICS, PLAYFULNESS, SOCIAL SELF-IMAGE EXPRESSION,

ANALISIS PENGARUH PRICE UTILITY, FUNCTIONAL QUALITY,

AESTHETICS, PLAYFULNESS, SOCIAL SELF-IMAGE EXPRESSION,

DAN SOCIAL RELATIONSHIP SUPPORT TERHADAP INTENTION TO

PURCHASE DIGITAL ITEMS TELAAH PADA PEMAIN LEAGUE OF

LEGENDS INDONESIA

SKRIPSI

Diajukan sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi (S.E.)

REINALDO

13130110042

PROGRAM STUDI MANAJEMEN

FAKULTAS BISNIS

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2017

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Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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ABSTRAK

Berkembangnya industri game di dunia seiring berjalannya waktu sangat menarik

di mata dunia. Negara yang terkena dampak industri ini salah satunya adalah

Indonesia. Banyak game yang masuk ke Indonesia dengan berbagai platform,

online maupun offline menimbulkan persaingan yang sangat kompetitif. Mereka

berlomba-lomba untuk mendapatkan pendapatan dari para gamer. Salah satu

sumber pendapatan League of Legends (LOL) yang utama adalah digital items

dalam bentuk champions. Permasalahan yang timbul adalah dengan tingginya

gamer di Indonesia, pengeluaran untuk digital items masih rendah. Untuk itu guna

melihat niat pembelian digital items khususnya champions pada pemain LOL di

Indonesia maka penelitian ini dilakukan. Tujuan dari penelitian ini adalah untuk

menganalisis faktor pengaruh Price Utility, Functional Quality, Aesthetics,

Playfulness, Social Self-Image Expression, Social Relationship Support terhadap

Intention to Purchase Digital Items.

Penulis menggunakan metode penelitian Descriptive Research Design dengan

metode pengambilan data cross sectional design. Penelitian ini menggunakan Lisrel

Version 8.8 dengan menggunakan model teoritis yang memiliki 7 variabel dan 8

hipotesis yang diuji menggunakan Structural Equation Model (SEM). Data dalam

penelitian ini berjumlah 170 responden didapat menggunakan kuisioner online,

dimana responden memiliki kriteria sudah bermain LOL minimal 3 bulan,

mengetahui champions berbayar dan spesifikasi dari champions, pernah bermain

bersama pemain yang menggunakan champions berbayar, dan belum pernah

membeli champions berbayar.

Hasil penelitian ini menunjukkan bahwa terdapat hubungan langsung antara price

utility, social self-image expression terhadap intention to purchase digital items dan

functional quality, aesthetics mempunyai hubungan terhadap intention to purchase

melalui social self-image expression. Sedangkan functional quality, aesthetics,

playfulness, social relationship support tidak memiliki hubungan langsung

terhadap intention to purchase digital items.

Dalam penelitian ini, hasil analisis data menggunakan Structural Equation Model

(SEM) menunjukkan bahwa data pada penelitian ini tidak memiliki kecocokan

dengan model. Salah satu saran untuk perusahaan untuk meningkatkan intention to

purchase dengan meningkatkan price utility adalah penggabungan sistem

pembayaran champions berbayar dengan uang asli (RP) dan poin yang didapat dari

bermain (IP), dan saran untuk penelitian selanjutnya adalah meneliti dengan theory

of consumption value yang berbeda, membandingkan objek yang berbeda.

Kata kunci: price utility, functional quality, aesthetics, playfulness, social self-

image expression, social relationship support, intention to purchase digital items

Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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ABSTRACT

The development of the gaming industry in the world over time is very interesting

subject. One of the affected country is Indonesia. Many games had entered

Indonesia with various platforms, both online and offline causing the industry to be

very competitive. They are competing to earn revenue from gamers. One of them is

League of Legends (LOL). One of LOL main source income are digital items in

form of champions. The problem that arise is with the high gamers in Indonesia,

spending for digital items is still low. For seeing the intentions of purchase digital

items in particular champions players LOL in Indonesia, then this research was

conducted. The purpose of this research is to analyze the influence factor of price

utility, functional quality, aesthetics, playfulness, social self image-expression,

social relationship support towards intention to purchase digital items.

The author used Descriptive Research Design method with Cross-Sectional Design

design method. This research uses Lisrel Version 8.8 and using theoretical model

which has 7 variables and 8 hypotheses tested using Structural Equation Model

(SEM). The data in this study amounted to 170 respondents obtained using an

online questionnaire, where the respondents have the criteria of have been playing

LOL for at least 3 months, knowing the champions paid and the specifications of

champions, have played with players who use paid champions, and have never

bought paid champions.

The results of this study indicate that there direct relationship between price utility,

social self-image expression to intention to purchase digital items and functional

quality, aesthetics had relationship to intention to purchase through social self-

image expression. While functional quality, aesthetics, playfulness, social

relationship support had no direct relationship on intention to purchase digital

items.

In this study, the results of data analysis using Structural Equation Model (SEM)

shows that the data in this study did not have a match with the model. One of the

suggestion for companies to increase intention to purchase by increasing the price

utility is the incorporation of paid payions of paid champions system with real

money (RP) and points earned from playing (IP), and suggestions for further

research are investigated with different theory of consumption value, and

comparing with different objects.

Keywords: price utility, functional quality, aesthetics, playfulness, social self-image

expression, social relationship support, intention to purchase digital item

Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017

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DAFTAR ISI

PERSETUJUAN SKRIPSI ................................................................................. i

PERNYATAAN ORISINALITAS SKRIPSI .................................................... ii

ABSTRAK ......................................................................................................... iii

ABSTRACT ...................................................................................................... iv

KATA PENGANTAR ........................................................................................ v

DAFTAR ISI ................................................................................................... viii

DAFTAR GAMBAR ....................................................................................... xiii

DAFTAR TABEL ............................................................................................ xv

BAB I .................................................................................................................. 1

PENDAHULUAN .............................................................................................. 1

1.1 Latar Belakang .............................................................................. 1

1.2 Rumusan Masalah dan Pertanyaan Penelitian ........................... 13

1.3 Tujuan Penelitian ........................................................................ 17

1.4 Batasan Penelitian ....................................................................... 18

1.5 Manfaat Penelitian ...................................................................... 19

1.6 Sistematika Penelitian ................................................................. 19

BAB II .............................................................................................................. 21

LANDASAN TEORI ....................................................................................... 21

2.1 Marketing ..................................................................................... 21

2.2 E-Marketing ................................................................................. 21

2.3 Consumen Behavior ..................................................................... 22

2.4 Customer Value ............................................................................ 22

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2.5 Virtual Goods ................................................................................ 23

2.6 Theory of Consumption Value ...................................................... 23

2.7 Functional Value ..................................................................................... 24

2.7.1 Price Utility .................................................................................. 24

2.7.2 Functional Quality ......................................................................... 25

2.8 Emotional Value ........................................................................... 26

2.8.1 Aesthetics ...................................................................................... 26

2.8.2 Playfulness .................................................................................... 27

2.9 Social Value .................................................................................. 28

2.9.1 Social self-image expression .......................................................... 29

2.9.2 Social relationship support ............................................................ 30

2.10 Intention to purchase digital item ................................................. 31

2.11 Hubungan Antar Variabel .......................................................... 31

2.11.1 Hubungan antara Price Utility dengan Intention to Purchase Digital

Items .............................................................................................. 31

2.11.2 Hubungan antara Functional Quality dengan Intention to Purchase

Digital Items .................................................................................. 33

2.11.3 Hubungan antara Aesthetics dengan Intention to Purchase Digital

Items .............................................................................................. 34

2.11.4 Hubungan antara Playfulness dengan Intention to Purchase Digital

Items .............................................................................................. 35

2.11.5 Hubungan antara Social Self-Image Expression dengan Intention to

Purchase Digital Items .................................................................. 36

2.11.6 Hubungan antara Social Relationship Support dengan Intention to

Purchase Digital Items .................................................................. 37

2.11.7 Hubungan antara Functional Quality dengan Social Self-Image

Expression ..................................................................................... 38

2.11.8 Hubungan antara Aesthetics dengan Social Self-Image Expression . 39

2.12 Model Penelitian .......................................................................... 40

2.13 Penelitian Terdahulu ................................................................... 41

BAB III ............................................................................................................. 51

METODOLOGI PENELITIAN ...................................................................... 51

3.1 Gambaran Umum Penelitian ...................................................... 51

3.2 Desain Penelitian ......................................................................... 60

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3.2.1 Research Data ................................................................................ 61

3.2.2 Jenis Penelitian .............................................................................. 61

3.3 Metode Pengumpulan Data ......................................................... 63

3.4 Ruang Lingkup Penelitian ........................................................... 64

3.4.1 Target Populasi .............................................................................. 64

3.4.2 Sampling Unit ................................................................................ 64

3.4.3 Sampling Techniques ..................................................................... 65

3.4.4 Time Frame ................................................................................... 66

3.4.5 Sampling Size ................................................................................ 66

3.5 Identifikasi Variabel Penelitian .................................................. 67

3.5.1 Variabel Eksogen........................................................................... 67

3.5.2 Variabel Endogen .......................................................................... 67

3.5.3 Variabel Teramati .......................................................................... 68

3.6 Definisi Operasional Variabel ..................................................... 68

3.7 Teknik Pengolahan Analisis Data ............................................... 76

3.7.1 Metode Analisis Data Pretest Menggunakan Faktor Analisis ......... 76

3.7.1.1 Uji Validitas ............................................................................. 76

3.7.1.2 Uji Reabilitas ........................................................................... 79

3.7.1.3 Uji Hipotesis ............................................................................ 79

3.7.2 Metode Analisis Data dengan Structural Equation Model (SEM)... 82

3.7.2.1 Variabel dalam SEM ............................................................... 84

3.7.2.2 Tahapan Prosedur SEM ......................................................... 84

3.7.2.3 Kecocokan Model Pengukuran (measurement model fit) ..... 86

3.7.2.4 Kecocokan Model Struktural (structural model fit) .............. 87

3.8 Model Pengukuran ...................................................................... 90

3.9 Model Keseluruhan Penelitian (Path Diagram) .......................... 94

BAB IV ............................................................................................................. 95

ANALISIS DAN PEMBAHASAN .................................................................. 95

4.1 Deskripsi Hasil Penelitian ........................................................... 95

4.2 Profil Responden ......................................................................... 96

4.2.1 Profil Responden Berdasarkan Jenis Kelamin ................................ 96

4.2.2 Profil Responden Berdasarkan Umur Responden ........................... 97

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4.2.3 Profil Responden Berdasarkan Profesi Utama ................................ 98

4.2.4 Profil Responden Berdasarkan Pendidikan Terakhir....................... 99

4.2.5 Profil Responden Berdasarkan Domisili ....................................... 100

4.2.6 Profil Responden Berdasarkan Game Online yang Dimainkan Pada

Platform PC ................................................................................. 102

4.2.7 Profil Responden Berdasarkan Pengeluaran Untuk Membeli Digital

Item ............................................................................................. 103

4.3 Analisis Deskriptif ..................................................................... 104

4.3.1 Price Utility ................................................................................. 106

4.3.2 Functional Quality ....................................................................... 108

4.3.3 Aesthetics .................................................................................... 111

4.3.4 Playfulness .................................................................................. 113

4.3.5 Social Self-Image Expression ....................................................... 115

4.3.6 Social Relationship Support ......................................................... 117

4.3.7 Intention to Purchase ................................................................... 120

4.4 Uji Instrumen Pretest ................................................................ 122

4.5 Hasil Analisis Data Structural Equation Model (SEM) ............. 126

4.5.1 Hasil Analisa Kecocokan Keseluruhan Model............................. 126

4.5.2 Hasil Analisis Model Pengukuran ................................................ 127

4.5.3 Hasil Uji Validitas Keseluruhan Data........................................... 128

4.5.4 Hasil Uji Reabilitas Data ............................................................. 132

4.5.5 Hasil Analisis Model Struktural ................................................... 134

4.6 Pembahasan ............................................................................... 143

4.6.1 Hasil Uji Pengaruh Price Utility Terhadap Intention to Purchase . 143

4.6.2 Hasil Uji Pengaruh Functional Quality Terhadap Intention to

Purchase ...................................................................................... 144

4.6.3 Hasil Uji Pengaruh Aesthetics Terhadap Intention to Purchase .... 144

4.6.4 Hasil Uji Pengaruh Playfulness Terhadap Intention to Purchase ... 145

4.6.5 Hasil Uji Pengaruh Social Self-Image Expression Terhadap Intention

to Purchase ................................................................................. 146

4.6.6 Hasil Uji Pengaruh Social Relationship Support Terhadap Intention

to Purchase ................................................................................. 146

4.6.7 Hasil Uji Pengaruh Functional Quality Terhadap Social Self-Image

Expression ................................................................................... 147

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4.6.8 Hasil Uji Pengaruh Aesthetics Terhadap Social Self-Image

Expression ................................................................................... 148

4.7 Implikasi Manajerial ................................................................. 149

4.7.1 Upaya Meningkatkan Intention to Purchase dengan Meningkatkan

Price Utility ................................................................................. 149

4.7.2 Upaya Meningkatkan Self-Image Expression dengan Meningkatkan

Functional Quality ....................................................................... 152

4.7.3 Upaya Meningkatkan Social Self-Image Expression dengan

Meningkatkan Aesthetics ............................................................. 153

4.7.5 Upaya Meningkatkan Intention to Purchase dengan Meningkatkan

Social Self-Image Expression ...................................................... 155

BAB V............................................................................................................. 158

KESIMPULAN DAN SARAN ....................................................................... 158

5.1 Kesimpulan ................................................................................ 158

5.2 Saran .......................................................................................... 160

5.2.1 Saran Bagi Perusahaan................................................................. 160

5.2.2 Saran Bagi Penelitian Selanjutnya ................................................ 162

DAFTAR PUSTAKA ..................................................................................... 164

LAMPIRAN ................................................................................................... 173

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DAFTAR GAMBAR

Gambar 1.1 Digital in Asia Pacific………………………………………………..2

Gambar 1.2 2016 Global Games Market…………………………………..……...4

Gambar 1.3 Pendapatan Industri Game di Indonesia……………………………...5

Gambar 1.4 Negara berdasarkan pendapatan game……...…………......................6

Gambar 1.5 Urutan game berdasarkan pendapatan………………………………..7

Gambar 1.6 Gameplay League of Legends………………………….….................9

Gambar 1.7 Tampilan store dalam League of Legends………………..................10

Gambar 1.8 urutan negara ASEAN berdasarkan pendapatan game……………...12

Gambar 1.9 perbandingan status champions berbayar dan tidak………………...14

Gambar 1.10 Perbandingan tampilan champions berbayar dan tidak…................15

Gambar 2.1 Marketing Process…………………………………………...……...21

Gambar 2.2 Model Penelitian……………………………………………………40

Gambar 3.1 Logo League of Legends……………………………………………51

Gambar 3.2 Perbandingan Harga Champions LOL……………………………...53

Gambar3.3 Marksman……………………………………………………………54

Gambar3.4 Tank……………………………………………………….................55

Gambar 3.5 Mage………………………………………………………………...55

Gambar 3.6 Support……………………………………………………………...56

Gambar 3.7 Assasins…………………………………………………..................57

Gambar 3.8 Fighter………………………………………………………………57

Gambar 3.9 Urutan champions berdasarkan pemakaian…………………………58

Gambar 3.10 Suasana tournament LOL……………………………….................60

Gambar 3.11 Research design…………………………………………................60

Gambar 3.12 Variabel eksogen…………………………………………………..67

Gambar 3.13 Variabel endogen………………………………………..................68

Gambar 3.14 Langkah-Langkah Uji Hipotesis…………………………………..79

Gambar 3.15 Two Tailed Test………………………............................................81

Gambar 3.16 prosedur Structural Equation Modeling…………………………...85

Gambar 3.17 Model Pengukuran Price Utility…………………………………..90

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Gambar 3.18 Model Pengukuran Functional Quality……………………………91

Gambar 3.19 Model Pengukuran Aesthetics…………………………..................91

Gambar 3.20 Model Pengukuran Playfulness…………………………………....92

Gambar 3.21 Model Pengukuran Social Self-Image Expression………………...92

Gambar 3.22 Model Pengukuran Social Relationship Support……….................93

Gambar 3.23 Model Pengukuran Intention to Purchase…………………………94

Gambar 3.24 Model Keseluruhan Penelitian (Path Diagram)…………………...94

Gambar 4.1 Presentase Jumlah Responden Berdasarkan Jenis Kelamin………...96

Gambar 4.2 Presentase Jumlah Responden Berdasarkan Umur………………....97

Gambar 4.3 Presentase Jumlah Responden Berdasarkan Profesi Utama…….…..98

Gambar 4.4 Presentase Jumlah Responden Berdasarkan Pendidikan Terakhir.....99

Gambar 4.5 Presentase Jumlah Responden Berdasarkan Domisili……………..100

Gambar 4.6 Presentase Jumlah Responden Berdasarkan Game yang Dimainkan

Selain LOL…………………………………………………………………..….102

Gambar 4.7 Presentase Jumlah Responden Berdasarkan Pengeluaran yang

Dikeluarkan Untuk Digital Items…………………………….............................103

Gambar 4.8 Path Diagram Standardized Solution……………………………...128

Gambar 4.9 Path Diagram T-Value…………………………………..................129

Gambar 4.10 Path Diagram Estimate…………………………………………...136

Gambar 4.11 Path Diagram T-Value……………………………………………137

Gambar 4.12 Tampilan Pada Saat Membeli Champions…………….................150

Gambar 4.13 Bundle yang berisi champions dan skins…………………………151

Gambar 4.14 Desain Champions Setelah Ditingkatkan………………………...154

Gambar 4.15 Perbandingan grafis Dota2 dan LOL………………….................154

Gambar 4.16 Tampilan Timeline Facebook Setelah Pemain Mempost………...156

Gambar 4.17 Tampilan In-Game Apabila Pemain Membeli Champions………157

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DAFTAR TABEL

Tabel 2.1 Penelitian Terdahulu…………………………………………………..41

Tabel 3.1 Operasionalisasi variabel Penelitian……………………...………..….70

Tabel 3.2 Uji Validitas………………………………………………………..….77

Tabel 3.3 perbandingan ukuran goodness of fit………………………………….89

Tabel 4.1 skala interval 5 kategori……………………………………………...105

Tabel 4.2 Penelitian Responden Terhadap Price Utility……………………..…106

Tabel 4.3 Penelitian Responden Terhadap Functional Quality…………………108

Tabel 4.4 Penelitian Responden Terhadap Aesthetics………………………….111

Tabel 4.5 Penelitian Responden Terhadap playfulness……………....................113

Tabel 4.6 Penelitian Responden Terhadap Social Self-Image Expression…..…115

Tabel 4.7 Penelitian Responden Terhadap Social Relationship Support…….....117

Tabel 4.8 Penelitian Responden Terhadap Intention to Purchase………………120

Tabel 4.9 Hasil Uji Validitas Pretest……………………………………………122

Tabel 4.10 Hasil Uji Reliabilitas Pretest……………………………………..…124

Tabel 4.11 Hasil Uji Kecocokan Goodnes of Fit Test……………….................126

Tabel 4.12 uji Validitas Keseluruhan Data…………………………..................130

Tabel 4.13 Kesimpulan dan Analisis Reliabilitas………………………………134

Tabel 4.14 Hasil Analisis Model Struktural………………………………...…..138

Analisis Pengaruh Price...,Reinaldo, FIB UMN, 2017