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