Pengaruh Sales Promotion, Customer Satisfaction, Dan Perceived Value Terhadap Purchase Intention Pada Game Mobile Bergenre Multiplayer Online Battle Arena Di Indonesia

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Firdaus, Deren (2021) Pengaruh Sales Promotion, Customer Satisfaction, Dan Perceived Value Terhadap Purchase Intention Pada Game Mobile Bergenre Multiplayer Online Battle Arena Di Indonesia. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Game online di Indonesia berkembang dengan sangat pesat beberapa tahun terakhir ini, terutama untuk game online pada perangkat mobile. Salah satu genre game online yang paling populer di Indonesia adalah multiplayer online battle arena. Oleh karena itu, penelitian ini dibuat untuk mengetahui pengaruh sales promotion, customer satisfaction dan perceived value terhadap purchase intention pada game mobile bergenre multiplayer online battle arena di Indonesia. Data dikumpulkan dengan metode survei melalui penyebaran kuesioner dan teknik pengambilan data melalui purposive sampling kepada 900 responden di Indonesia. Penelitian ini menggunakan PLS (Partial Least Square) untuk menganalisa beragam hipotesis yang dibuat. Berdasarkan hasil analisis ditemukan bahwa terdapat pengaruh positif dan signifikan sales promotion, customer satisfaction dan perceived value terhadap purchase intention pada game mobile bergenre multiplayer online battle arena di Indonesia. Hal ini menunjukkan bahwa semakin tinggi nilai sales promotion, customer satisfaction dan perceived value maka akan semakin tinggi pula nilai purchase intention pada game mobile bergenre multiplayer online battle arena di Indonesia.

Kata kunci: sales promotion, customer satisfaction, perceived value,purchase intention

Item Type: Thesis (UGP-Thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Marketing Communication
Depositing User: Ms Kartika S
Date Deposited: 03 Jan 2024 11:00
Last Modified: 03 Jan 2024 11:00
URI: http://repository.lspr.ac.id/id/eprint/305

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