Functional Value, Social Value, and Emotional Value of Purchase Interest in Virtual Goods Online Game
Girang Razati, M. Ary Januar, Yusuf Murtadlo Hidayat

Universitas Pendidikan Indonesia

Abstract

Online games sell virtual goods to generate income. As a result, it is increasingly important to identify the factors that influence the intention to purchase virtual goods in online games. This study aims to obtain (1) an overview of functional values on the interest in purchasing virtual goods, (2) an overview of social values on the interest in purchasing virtual goods, (3) an overview of emotional values on the interest in purchasing virtual goods, (4) the influence of functional values, social values, and emotional values on the interest in purchasing virtual goods in online games. The type of research used is descriptive and verificative, with explanatory survey method and the research design used is cross sectional method. The data analysis technique used is multiple linear regression with Statistical Product for Se: Online games sell virtual goods to generate income. As a result, it is increasingly important to identify the factors that influence the intention to purchase virtual goods in online games. This study aims to obtain (1) an overview of functional values on the interest in purchasing virtual goods, (2) an overview of social values on the interest in purchasing virtual goods, (3) an overview of emotional values on the interest in purchasing virtual goods, (4) the influence of functional values, social values, and emotional values on the interest in purchasing virtual goods in online games. The type of research used is descriptive and verificative, with explanatory survey method and the research design used is cross sectional method. The data analysis technique used is multiple linear regression with Statistical Product for Service Solutions (SPSS) 25.0 for windows computer software. The results showed that simultaneously, functional value, social value, and emotional value had a significant influence on the purchase intention of virtual goods.

Keywords: Keywords: Virtual Goods, Functional Value, Social Value, Emotional Value, Purchase Intention^

Topic: Innovation, IT, Operations and Supply Chain Management