KEKUATAN PRICE DAN SCARCITY : MENGANALISIS DAMPAKNYA TERHADAP PURCHASE INTENTION MOBILE LEGENDS DENGAN LOYALTY SEBAGAI MEDIASI
Abstract
Penelitian ini bertujuan untuk mengetahui faktor yang memengaruhi purchase intention dan menggunakan variable mediasi yaitu loyalty pada game Mobile Legends dengan variable yang meliputi Price dan Scarcity. Pada penelitian ini menggunakan pendekatan kuantitatif, Data diperoleh melalui online kuesioner yang disebarkan kepada 180 responden generasi z dipulau sumatera yang memenuhi kriteria. Data diolah menggunakan software SmartPLS untuk menganalisis hubungan antar variable dalam model penelitian. Hasil penelitian menemukan bahwa price dan scarcity memiliki pengaruh positif dan signifikan terhadap loyalty. Loyalty memiliki pengaruh positif dan signifikan terhadap purchase intention. Price dan scarcity merupakan variabel yang memengaruhi secara positif dan signifikan terhadap purchase intention. Sementara itu, loyalty tidak dapat memediasi price dan scarcity terhadap purchase intention. Penelitian diharapkan dapat memberikan pengetahuan penting bagi pengembang game dalam mengetahui dan membuat strategi yang bisa meningkatkan loyalitas pemain dan niat pembelian dalam aplikasi game, khususnya di segmen generasi z yang semakin berpengaruh dalam pasar game online.
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Widodo, N. G., & Balqiah, T. E. (2020). The Effect Of Addiction, Playfulness And Good Price On Purchase Intention Of In-App Features: Role Of Perceived Values And Loyalty To Pubg Mobile.
Yolanda Putra, R., Maminiaina Heritiana Sedera, R., & Maminirina Fenitra, R. (2024). Investigating The Influence Of Mobile Game Addiction On In-App Purchase Intention In Pubg Mobile: The Mediating Roles Of Loyalty, Negative E-Wom And Perceived Risk. Cogent Business And Management, 11(1). Https://Doi.Org/10.1080/23311975.2024.2328317
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Agnes Z.Yonata. (2024, February 9). Top Games Pilihan Gen Z Indonesia. Https://Data.Goodstats.Id/.
Agustin, I. N., & Samuel, Y. S. (2024). Analisa Pengaruh Consumption Value Dan Pricing Terhadap Purchase Intention Pada Pembelian Virtual Item Pada Game Online. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 7(2), 253–270. Https://Doi.Org/10.36407/Jmsab.V7i2.1122
Atmoko, B., & Ellyawati, J. (2021, April 26). Determinant Of In-App Mobile Game Purchase Intention: An Empirical Study Of Indonesian Mobile Gamer. Https://Doi.Org/10.4108/Eai.1-10-2020.2304925
Balakrishnan, J., & Griffiths, M. D. (2018). Loyalty Towards Online Games, Gaming Addiction, And Purchase Intention Towards Online Mobile In-Game Features. Computers In Human Behavior, 87, 238–246. Https://Doi.Org/10.1016/J.Chb.2018.06.002
Barton, B., Zlatevska, N., & Oppewal, H. (2022). Scarcity Tactics In Marketing: A Meta-Analysis Of Product Scarcity Effects On Consumer Purchase Intentions. Journal Of Retailing, 98(4), 741–758. Https://Doi.Org/10.1016/J.Jretai.2022.06.003
Chen, H. J., & Sun, T. H. (2014). Clarifying The Impact Of Product Scarcity And Perceived Uniqueness In Buyers’ Purchase Behavior Of Games Of Limited-Amount Version. Asia Pacific Journal Of Marketing And Logistics, 26(2), 232–249. Https://Doi.Org/10.1108/Apjml-07-2013-0084
Dilan, D. D., Sugito, P., & Khouroh, U. (2023). The Effect Of Perceived Value On In-App Purchase Intention In Mobile Legends Through Loyalty As A Mediating Variable. East African Scholars Journal Of Economics, Business And Management, 6(09), 292–297. Https://Doi.Org/10.36349/Easjebm.2023.V06i09.001
Dwi, E., 1+, L., Nitisanjaya, J., & Susanto, Y. B. (N.D.). What Motivates Mobile Legends: Bang Bang Players’ Loyalty And In-App Purchases? Investigation Of Perceived Values Effect: Playfulness, Addiction, And Good Price (Evidence From Indonesia). Review Of Applied Socio-Economic Research, 26, 67–82.
Fahrezi, E., Putra, S., Purwandari, B., Eitiveni, I., & Purwaningsih, M. (2022). Faktor Pendorong Keputusan Pembelian Virtual Item Pada Mobile Commerce (Studi Kasus: Game Mobile Legends) Drivers Of Decision To Purchase Virtual Items In Mobile Commerce (Case Study: Mobile Legends Game). Research : Journal Of Computer, 5(1), 1–16.
Fornell, C. D. F. L. (1981.). Claes Fornell And David F. Larcker* Evaluating Structural Equation Models With Unobservable Variables And Measurement Error.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When To Use And How To Report The Results Of Pls-Sem. In European Business Review (Vol. 31, Issue 1, Pp. 2–24). Emerald Group Publishing Ltd. Https://Doi.Org/10.1108/Ebr-11-2018-0203
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Anlalysis (7th Ed.). Prentice Hall International .
Herawan, M. H., & Rachman, M. Y. (N.D.). Pengaruh Nilai Virtual Item Terhadap Intensi Pembelian Virtual Item Dalam Game Online Pubg Mobile.
Hsiao, K. L. (2013). Android Smartphone Adoption And Intention To Pay For Mobile Internet:Perspectives From Software, Hardware, Design, And Value. Library Hi Tech, 31(2), 216–235. Https://Doi.Org/10.1108/07378831311329022
Hsiao, K. L., & Chen, C. C. (2016a). What Drives In-App Purchase Intention For Mobile Games? An Examination Of Perceived Values And Loyalty. Electronic Commerce Research And Applications, 16, 18–29. Https://Doi.Org/10.1016/J.Elerap.2016.01.001
Hsiao, K. L., & Chen, C. C. (2016b). What Drives In-App Purchase Intention For Mobile Games? An Examination Of Perceived Values And Loyalty. Electronic Commerce Research And Applications, 16, 18–29. Https://Doi.Org/10.1016/J.Elerap.2016.01.001
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Muqarrabin, A. M., Arief, M., Gautama, I., & Heriyati, P. (2021). Analysis Of Factors Affecting The Loyalty Of Indonesian Mobile Game Players And Its Impact On In-App Purchase Intention. International Journal Of Emerging Technology And Advanced Engineering, 11(9), 100–107. Https://Doi.Org/10.46338/Ijetae0921_12
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Pandean, S. W., E Saerang, D. P., Saerang, R. T., Wulan Pandean, S., Paul Elia Saerang, D., & Trifena Saerang, R. (2023). The Effect Of Integrated Value On Student Purchase Intention Items In The Pubgm Game In Bontang “E-Sport Game Player” Pengaruh Integrated Value Terhadap Niat Beli Pelajar Pada Game Pubgm Di Bontang “Pemain Game E-Sport.” 11(1), 183–192.
Pratnyawan, A., & Rachmanta, R. D. (2021, August 12). Sebaran Pemain Mobile Legends Indonesia, Terbanyak Di Pulau Ini. Https://Www.Suara.Com.
Purnami, L. D., & Agus, A. A. (2020a). The Effect Of Perceived Value And Mobile Game Loyalty On In-App Purchase Intention In Mobile Game In Indonesia (Case Study: Mobile Legend And Love Nikki). Asean Marketing Journal, 12(1). Https://Doi.Org/10.21002/Amj.V12i1.12887
Purnami, L. D., & Agus, A. A. (2020b). The Effect Of Perceived Value And Mobile Game Loyalty On Mobile Game’s In-App Purchase Intention. 2020 3rd International Conference On Computer And Informatics Engineering, Ic2ie 2020, 224–229. Https://Doi.Org/10.1109/Ic2ie50715.2020.9274662
Putra, R. Y., Nuzula, I. F., & Hidayat, A. S. (2024). Unveiling The Impact Of Mobile Game Addiction And Negative E-Wom On Purchase Intention In Online Gaming Applications. Journal Of Management Studies And Development, 3(02), 81–94. Https://Doi.Org/10.56741/Jmsd.V3i02.513
Syahmaulana, M. R., & Indriani, F. (2022). Pengaruh Microtransactionyang Disebabkan Oleh Kecanduan Dan Berdampak Perilaku Pembelian(Studi Kasus Pada Game Mobile Legend Di Kota Jawa Tengah. Diponegorojournal Of Management, 11, 1–13.
Widodo, N. G., & Balqiah, T. E. (2020). The Effect Of Addiction, Playfulness And Good Price On Purchase Intention Of In-App Features: Role Of Perceived Values And Loyalty To Pubg Mobile.
Yolanda Putra, R., Maminiaina Heritiana Sedera, R., & Maminirina Fenitra, R. (2024). Investigating The Influence Of Mobile Game Addiction On In-App Purchase Intention In Pubg Mobile: The Mediating Roles Of Loyalty, Negative E-Wom And Perceived Risk. Cogent Business And Management, 11(1). Https://Doi.Org/10.1080/23311975.2024.2328317
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-04-20
How to Cite
Rizqullah, M., & Putri, S. E. (2025). KEKUATAN PRICE DAN SCARCITY : MENGANALISIS DAMPAKNYA TERHADAP PURCHASE INTENTION MOBILE LEGENDS DENGAN LOYALTY SEBAGAI MEDIASI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2277-2295. https://doi.org/10.31955/mea.v9i1.5398
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