Hasil Pencarian  ::  Simpan CSV :: Kembali

"ABSTRAKMenjual barang atau konten di dalam game sudah menjadi hal yang popular dilakukan oleh pengembang game belakangan ini, terutama untuk video game online. Kami melihat ini sebagai kesempatan bagi retail-retail brand untuk mendistribusikan voucher digital untuk brand-brand mereka dengan bentuk cashback di berbagai video game online. Walaupun penelitian sebelumnya sudah meneliti berbagai alasan atau motivasi untuk pemain game membeli barang atau konten di dalam game, penelitian sebelumnya belum terfokus kepada kemungkinan untuk menjadikan online video game sebagai channel distribusi untuk digital brand retail voucher. Motivasi membeli barang di dalam game (19) dioperasionalkan melalui survey (N=523). Pertama, kami mengeksplorasi bagaimana motivasi-motivasi ini bergabung menjadi kategori. Hasilnya mengindikasikan bahwa motivasi membeli barang atau konten di dalam game tergabung menjadi enam dimensi: 1) Ostentatious, 2) Addiction, 3) Generosity, 4) Eagerness, 5) Personal Value, and 6) Indulgence. Kemudian, kami menginvestigasi hubungan antara ke-enam dimensi tersebut terhadap Behavioural Aspects dan Intention to Use cashback digital voucher. Hasilnya menunjukkan bahwa dimensi Generosity dan Personal Value terasosiasi secara signifikan terhadap Behavioural Aspects dan juga Intention to Use, dimana menunjukkan jika pemain game tersebut memiliki salah satu motivasi dari dimensi ini, top of mind mereka dapat berubah dan mereka akan menggunakan digital voucher yang didapat dari game sebagai cashback ketika mereka membeli barang atau konten di dalam game. Karena dimensi Behavioural Aspects menunjukkan bahwa orang akan membeli lebih banyak daripada yang mereka rencanakan ketika mendapatkan cashback, pengembang game akan mendapatkan peningkatan di pendapatan mereka, pemain game pun dapat menikmati manfaat cashback, dan retail-retail brand juga dapat mendapatkan pelanggan baru atau menjaga loyalti dari pelanggan lama.

---

ABSTRACTSelling in-game content has become a popular revenue model for game publishers recently, especially in online video games. Revenue from microtransaction in video games has been increasing every year, which shows the raising interest towards online gaming and shows the purchasing power of the gamers. We saw this as an opportunity for retail brands to distribute their digital voucher as an advertisement for their brands in the form of cashback through various online games. While prior research has investigated the inventory of reasons for players buy in-game content, the prior literature has not focused on the possibility of using online video games as distribution channel of brand retail digital voucher in the form of cashback. The various purchase motivations (19) were operationalized into a survey (N=523). Firstly, we explored how these motivations converged into categories. The results indicated that the purchasing reasons converged into six dimensions: 1) Ostentatious, 2) Addiction, 3) Generosity, 4) Eagerness, 5) Personal Value, and 6) Indulgence. Secondly, we investigated the relationship between these factors towards Behavioural Aspects and Intention to Use the cashback digital voucher. The results revealed that dimensions of Generosity and Personal Value were positively associated with the Behavioural Aspects and Intention to Use, indicating that if the gamers possess these traits, their top of mind could be changed, and they will use the digital voucher that they get as a cashback from the game. Since the Behavioural Aspects dimension indicates that people usually will spend more than they planned when they get a cashback, game developers will get increase in revenue, gamers will enjoy the cashback benefit as they can purchase retail brand products with the vouchers, and the retail brand will be able to expand their customer base or maintain loyalty within existing customers."

"Penelitian ini bertujuan untuk mengidentifikasi brand positioning yang tepat untuk Bukalapak dalam industri voucher game di Indonesia, melalui analisis unique selling point dari produk dan layanan top up voucher game di Bukalapak. Analisis brand positioning ini memberikan insight baru bahwa Bukalapak dapat memposisikan brand miliknya sebagai ‘Marketplace voucher game dengan promo terbanyak’. Upaya memperkuat brand positionong Bukalapak juga dilakukan dengan merancang program komunikasi melalui social media marketing, berupa content marketing, influencer marketing, dan social media advertising.

---

This study aims to identify the strategic brand positioning for Bukalapak in the game voucher industry in Indonesia. The determination of the brand positioning is supported by the analysis of the unique selling point of the top-up game voucher products and services at Bukalapak. This brand positioning analysis provides new insight that Bukalapak can position itself as a ‘Game voucher marketplace with the most promos’. Efforts to strengthen Bukalapak's brand positioning in the mind of the audience are also supported by communication efforts through social media marketing which is implemented in content marketing, influencer marketing, and social media advertising."

"Makalah ini membahas bagaimana online video games memiliki efek negatif terhadap kehidupan sosial remaja. Beberapa online video games, terutama Massively Multiplayer Online Role-Playing Games, memiliki beberapa efek negatif seperti menampilkan isu-isu seks dan gender, mengekspos kekerasan dalam kata-kata dan tindakan, dan memberikan gambaran tentang rasisme.Sejak penciptaan pertama online video game, genre ini membuat banyak remaja yang bermain tertarik untuk memainkannya dalam jangka waktu yang terus-menerus, dan itu juga merupakan salah satu alasan mengapa pengembang video games genre ini telah meningkat sampai hari ini.Namun, efek negatif dari jenis video Games di atas membuat banyak orang, terutama orang tua, berprasangka buruk yang didasarkan pada gagasan-gagasan seperti mempengaruhi anak-anak dan remaja menjadi malas dan kurang bersosialisasi. Makalah ini menyimpulkan bahwa tiga masalah utama adalah seks, kekerasan, dan rasisme. Permasalahan tersebut harus dianggap sebagai persoalan penting, yang membutuhkan tindakan sesegera mungkin. Selain itu, bidang studi ini masih baru dan perlu penelitian lebih lanjut untuk menemukan solusi.

---

This paper examines how online video games have negative effects toward adolescents’ social life. Some online video games, especially Massively Multiplayer Online Role-Playing Games, have some negative effects such as showing sex and gender issues, exposing violence in words and actions, and giving an idea of racism.

Since the first creation of online video games, the genre makes many adolescents who play it interested in playing for a continuous time, and that is also one reason why developer of this genre has been increasing until this day.

However, the negative effects mentioned above provided by this kind of video games make many people, especially parents, think in some prejudices based on those idea such as influencing children and adolescents to become lazy and unsociable.

The paper concludes that the three main problems are sex, violence, and racism. Those problems should be considered as threatening issues which need immediate actions. Furthermore, this field of study is still new and need more research in order to find the solutions."

"Pada tahun 2010-an, muncul genre baru video game yang berasal dari Jepang. Video game ini hadir dengan fitur baru yang disebut sistem Gacha yang pada dasarnya melibatkan permainan peluang. Penciptaan genre baru ini segera menuai kontroversi, namun keberhasilannya tampaknya telah mengaburkan perhatian sebelumnya dari fitur tersebut. Selain pasar video game Jepang, industri game Gacha telah mencapai tingkat global. Lebih dari setengah dari 100 daftar game iOS terlaris menggunakan Gacha di mekanik mereka. Pada April 2016, sepertiga dari game dari daftar iOS di luar 100 teratas menyertakan bentuk mekanik Gacha. Melihat bahwa industri mobile gaming dikatakan bernilai $48,5 miliar Dolar AS pada tahun yang sama, dan terus meningkat hingga tahun 2020 dengan perkiraan jumlah saat ini menjadi 102,2 miliar Dolar AS pada tahun 2020.

---

In the 2010s, there arises a new genre of video games coming originally from Japan. These video games come with a new novel feature called the Gacha system which essentially involves a game of chance. The creation of this new genre immediately garners controversy, however its success has seemingly obscured the prior concerns of the feature[1]. Aside from the Japanese video game market, the Gacha gaming industry has reached a global level. Over half of the top grossing 100 list of iOS games use Gacha in their mechanic. As of April 2016, one third of the games from the iOS list outside of the top 100 include a form of Gacha mechanic. Seeing that the mobile gaming industry is said to be worth $48.5 billion US Dollars in the same year, and continues to increase up until 2020 with the current number forecast being 102.2 billion US Dollars in 2020."

"Fokus utama dari penelitian ini adalah membahas tentang praktik bisnis transaksi mikro dan dampak negatifnya terhadap anak di bawah umur dan remaja. Untuk mencapai itu, Penulis menguraikan pokok-pokok permasalahan sebagai berikut: 1) Bagaimana perbandingan perlindungan hukum terhadap transaksi mikro antara Indonesia dan Belanda diterapkan? 2) Apakah sistem hukum yang saat ini dirumuskan oleh Pemerintah Indonesia sudah memadai dalam menghadapi bahaya praktek bisnis microtransaction bagi anak di bawah umur? 3) Apa pendekatan ideal untuk mengatasi masalah ini di Indonesia saat ini? Berdasarkan penelitian yang dilakukan penulis, ditemukan bahwa sistem hukum Indonesia saat ini sangat kurang dibandingkan dengan Belanda dalam menangani praktik bisnis transaksi mikro dalam video game online. Oleh karena itu, untuk meminimalisir potensi kerugian bagi anak di bawah umur dan remaja Indonesia, Pemerintah Indonesia harus menyesuaikan tanggung jawab sosial para pelaku usaha video game serta menyebarkan kesadaran akan dampak negatif pembelian produk microtransaction di masyarakat.

---

The main focus of this study is to discuss regarding microtransaction business practice and its negative effects towards youth and adolescents. In order to achieve that, the Author describes the main issues as the following: 1) How is the comparison of legal protection against microtransactions between Indonesia and Netherlands implemented? 2) Is the current legal system that is formulated by the Indonesian Government adequate in dealing with the dangers of microtransaction business practice for minors? 3) What is the ideal approach to tackling this problem in Indonesia currently? Based on the research conducted by the author, it is discovered that the current Indonesian legal system is severely lacking in comparison to Netherlands in handling microtransaction business practice in online video games. Therefore, in order to minimize the potential damages to Indonesia’s youth and adolescents, the Indonesian Government must adjust the social responsibility of video game business actors as well as spread the awareness of the negative effects of purchasing microtransaction products in public.

"

"Peningkatan perkembangan jumlah pemain dan popularitas game di seluruh dunia, menyebabkan game online berkembang menjadi suatu industri kreatif yang potensial. Peningkatan jumlah pemain juga meningkatkan aktivitas transaksi digital terutama pada pembelian item virtual dalam game tersebut juga mengalami peningkatan. Pertumbuhan popularitas, penyebaran informasi serta kompetisi menjadikan industri game tetap tumbuh di tengah pandemi, dan menjadi penyumbang pendapatan negara dalam industri kreatif. Penelitian ini menginvestigasi faktor-faktor yang mempengaruhi intensi pembelian item virtual dalam game di Indonesia. Metode analisis data meliputi analisis deskriptif, analisis Top Two Boxes, dan analisis Partial Least Square (PLS). Dari 151 responden pemain game, distribusi hasil menunjukkan mayoritas berusia 18-34 tahun, berpendidikan sarjana, dan berpenghasilan kurang dari Rp.5.000.000. Hasil analisis PLS mengungkapkan bahwa kepuasan diri, utilitas harga, komunikasi media, dan kebijakan pemerintah memiliki pengaruh positif dan signifikan terhadap Intensi Pembelian item virtual dalam game. Kepuasan bermain game, harga produk virtual, informasi yang diperoleh dari media sosial, dan kebijakan pemerintah mendukung mempengaruhi intensi pembelian pemain. Hasil pengujian hipotesis menyatakan bahwa seluruh hipotesis diterima, menandakan hubungan signifikan antara variabel yang diteliti. Kesimpulannya, penelitian ini menggarisbawahi pentingnya faktor-faktor psikologis dan ekonomi dalam memahami perilaku pembelian item virtual dalam game. Dengan demikian, pemerintah perlu meningkatkan regulasi dan sosialisasi tentang transaksi yang sah dan legal dalam game.

---

The rising of game popularity and numbers of players around the world causing online game flourish as potential creative industry. The rising numbers of player also increasing digital transaction mainly in virtual item purchasing. The growing popularity of video game, spreading of information, and gaming competitiveness cause the industry to keep growing in the midst of pandemic and becoming a contributor to national revenue within creative industry. This study investigates the factors influencing the purchase intention of virtual items in games in Indonesia. Data analysis methods include descriptive analysis, Top Two Boxes analysis, and Partial Least Square (PLS) analysis. From 151gamers respondents, the distribution of results indicates that the majority are aged between 18 to 34 years, have a bachelor's degree, and earn less than IDR 5 Million. The PLS analysis shows that Enjoyment, Price Utility, Media Communication, and Government Initiatives have a positive and significant influence on the Purchase Intention of virtual items in games. Player satisfaction, virtual product price, information obtained from social media, and government policies have significant impact in affecting players' purchase intentions. The hypothesis testing results shows that all hypotheses are accepted, signifying a significant relationships between the variables examined. In conclusion, this study highlights the importance of psychological and economic factors in understanding virtual items purchasing behaviour in games. Thus, the government needs to enhance regulation and socialization about the legitimate and legal transactions in gaming. "

"[Urbanisasi yang semakin marak terjadi menimbulkan peningkatan penduduk kelas konsumen di Indonesia. Didukung dengan semakin meningkatnya kebutuhan masyarakat akan produk kesehatan membuat angka pertumbuhan yang mencapai angka 173,2% dari tahun 2008 sampai 2013 untuk penjualan produk perawatan kulit. Potensi yang besar pada industri ini tentu mengundang semakin banyak pemain-pemain bisnis untuk ikut bersaing. Oleh karena itu dibutuhkan strategistrategi pemasaran baru yang dapat memperkuat loyalitas konsumen akan merek pada pasar yang kompetitif ini. Sayangnya, merek merupakan hal yang tidak dapat terukur sehingga dibutuhkan model yang dapat mensimulasikan sistem yang kompleks untuk mengukurnya. Melihat fenomena revolusi digital yang mengembangkan penjualan secara online, pada penelitian ini penulis menganalisis efek dari pengadaan saluran online sebagai alternatif saluran distribusi berdasarkan pembentukan loyalitas merek menggunakan simulasi dinamis. Hasil dari penelitian ini adalah besaran loyalitas merek, keinginan untuk membeli produk, dan persepsi kualitas akan produk sebagai pertimbangan pengambil keputusan pada perusahaan untuk menentukan strategi saluran distribusi.

---

High urbanization phenomenon gives rise to the number of consuming class citizens in Indonesia. Supported by the escalation of needs for healthcare products, sales of skincare products increased significantly from the year of 2008 to 2013 with 173.2% growth. As the opportunity is now widely open with such potentials, competitive environment in skincare industry gets tougher especially with many new comers in the business. Therefore, current players need to have new marketing strategies in order to strengthen their brand loyalty in this highly competitive market. However, brand is an intangible variable which requires a model that can simulate a complex system for its measurement. Take a look at digital revolution that creates online platform as new distribution channel, the aim of this study is to analyze the effect of adding online channel as alternative distribution channel based on the formation of brand loyalty using systems dynamics. The result of this research is the number of brand loyalty, desire to buy brand and perceived quality of the product for decision maker in company to consider the best marketing strategy in choosing distribution channel., High urbanization phenomenon gives rise to the number of consuming classcitizens in Indonesia. Supported by the escalation of needs for healthcareproducts, sales of skincare products increased significantly from the year of 2008to 2013 with 173.2% growth. As the opportunity is now widely open with suchpotentials, competitive environment in skincare industry gets tougher especiallywith many new comers in the business. Therefore, current players need to havenew marketing strategies in order to strengthen their brand loyalty in this highlycompetitive market. However, brand is an intangible variable which requires amodel that can simulate a complex system for its measurement. Take a look atdigital revolution that creates online platform as new distribution channel, the aimof this study is to analyze the effect of adding online channel as alternativedistribution channel based on the formation of brand loyalty using systemsdynamics. The result of this research is the number of brand loyalty, desire to buybrand and perceived quality of the product for decision maker in company toconsider the best marketing strategy in choosing distribution channel.]"

"Tren transaksi game online di Indonesia dan prediksi pembelanjaan konsumen dalam melakukan pembelian barang dan jasa dibandingkan kebutuhan dasar memberikan opportunity untuk layanan penjualan voucher game melalui e-commerce. XYZ Store sebagai salah satu e-commerce penyedia layanan penjualan voucher yang memiliki tantangan untuk meningkatkan jumlah transaksi. Transaksi dalam e-commerce erat kaitannya dengan purchase intention, karena purchase intention dapat mengukur niat beli seseorang.Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi purchase intention konsumen dalam menggunakan situs penyedia voucher game online. Dalam penelitian ini dibuat sebuah model menggunakan dasar TRA dan berdasarkan penelitian terdahulu yang relevan untuk mengetahui faktor-faktor tersebut. Untuk itu, dilakukan pengumpulan data melalui survei pada 396 responden yang merupakan pengguna XYZ Store ditambah dengan pemain game online secara umum. Metode analisis dan pengolahan data yang digunakan adalah PLS-SEM menggunakan aplikasi Smart PLS versi 3.0. Dari pengolahan data, penulis menemukkan bahwa technology dan product attributes memengaruhi attitude dan satisfaction, Satisfaction memengaruhi stickiness dan stickiness memengaruhi purchase intention.

---

Trends in online gaming transaction in Indonesia and consumer spending prediction in purchasing goods and services rather than basic needs, provide an opportunity for selling game voucher through e-commerce. XYZ store as one of the e-commerce voucher sales service providers, has challenges to increase the number of transactions. Transactions in e-commerce are closely related to purchase intention, because purchase intention can measure a person’s buying intentions.

This study aim to analyze the factors that affect consumer purchase intention in using game voucher e-commerce. This research using a model based on previous research that relevant to this study and conducted data collection through survey of 396 respondents who are XYZ customer and online game players. The data analyzed and processed by PLS_SEM method using Smart PLS version 3.0. The results indicate that trust and perceived value determine the purchase intention. that technology attributes and product attributes influence attitude and satisfaction. Satisfaction affects stickiness and stickiness affect purchase intention

"

"Game online saat ini tidak hanya sekedar hiburan melainkan telah menjadi tempat mata pencaharian dengan hadirnya skema esports. Di Indonesia sendiri game online dan esports yang populer adalah MLBB dan MPL ID. Keduanya memiliki banyak pemain dan juga penonton. Dikarenakan popularitas dan kemampuan menarik audiens yang luas dari MLBB dan MPL ID Season 10 ini, maka menjadi tempat untuk Samsung Galaxy A Series melakukan pemasaran pada event ini. Mereka melakukannya dengan menjadi sponsor pada event ini tepatnya menjadi official smartphone partner sebagai upaya mereka untuk meningkatkan brand awareness dari Samsung Galaxy A Series.

---

Today's online games are not just entertainment but have become a place of livelihood with the presence of esports schemes. In Indonesia, the most popular online games and esports are MLBB and MPL ID. Both have a lot of players as well as an audience. Due to the popularity and ability to attract a wide audience of MLBB and MPL ID Season 10, it is the place for the Samsung Galaxy A Series to do marketing at this event. They did this by becoming a sponsor at this event, precisely becoming an official smartphone partner as their effort to increase brand awareness of the Samsung Galaxy A Series."

"Tujuan utama skripsi ini adalah untuk mengetahui pengaruh Pengaruh Brand Identity, Brand Image, dan Internet Use terhadap Brand Preference pada Brand Online dan Brand Offline. Retail Brand online yang akan diteliti adalah Zalora, Helmedroom dan Asos, sedangkan retail brand offline ialah Centro Departmen Store, Disctarra, dan Metro Departmen Store. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan satu kali dalam satu periode. Responden penelitian ini berjumlah 150 orang yang pernah belanja online dan offline. Model penelitian dengan enam hipotesis diuji menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian ini menyimpulkan bahwa brand identity, brand image dan internet use mempengaruhi brand preference. Tetapi setelah di moderasi, brand type memoderasi brand identity terhadap brand image, namun brand type tidak memoderasi hubungan brand image dengan brand preference dan internet use dengan brand preference.

---

The purpose of this study is to identify the impact and relation from brand identity to brand image, then brand image toward brand preference, and internet use toward brand preference, and there is brand type as moderator variable. This research uses exploratory and descriptive design research conducted in one time period (cross sectional design). Respondents of this study are 150 people who have been shopping by online and offline. The six-hypotheses research model in this study are tested with Structural Equation Modeling (SEM). The results finds that almost all variables have a significant and positive relationship before we put moderator variable. After we put moderator variable, we find that brand type moderating brand identity toward brand image, but brand type not moderating brand image toward brand preference, and also internet use toward brand preference."