Pengaruh Game Addiction terhadap In-App Purchase Intention dengan Game Loyalty sebagai Variabel Mediasi pada Pemain Roblox Generasi Z
DOI:
https://doi.org/10.61722/jmia.v3i4.11429Keywords:
Kecanduan Game, Loyalitas Game, Niat Pembelian Dalam Aplikasi, Roblox, Generasi ZAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Kecanduan Game terhadap Niat Pembelian Dalam Aplikasi dengan Loyalitas Game sebagai variabel mediasi di antara pemain Roblox Generasi Z di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 203 pemain Roblox Generasi Z aktif sebagai responden. Data dikumpulkan melalui kuesioner skala Likert online dan dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa: (1) Kecanduan Game memiliki pengaruh positif dan signifikan terhadap Loyalitas Game; (2) Kecanduan Game memiliki pengaruh positif dan signifikan terhadap Niat Pembelian Dalam Aplikasi; dan (3) Loyalitas Game memiliki pengaruh positif dan signifikan terhadap Niat Pembelian Dalam Aplikasi. Lebih lanjut, Loyalitas Game memediasi sebagian hubungan antara Kecanduan Game dan Niat Pembelian Dalam Aplikasi. Temuan ini menyoroti bahwa Kecanduan Game merupakan pendorong paling dominan dari Niat Pembelian Dalam Aplikasi di antara pemain Roblox Generasi Z di Indonesia
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