PENGARUH PERCEIVED BEHAVIORAL CONTROL, DESCRIPTIVE NORMS, PERCEIVED PLAYFULNESS TERHADAP SATISFACTION DAN LOYALTY MELALUI ONLINE GAME ADDICTION PEMAIN ONLINE GAME CLASH OF CLANS DI SURABAYA

  • Steven Widjaja Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Perceived Behavioral Control, Descriptive Norms, Perceived Playfulness, Online Game Addiction

Abstract

Penelitian ini bertujuan untuk mengetahui, menganalisis, dan membuktikan pengaruh dimensi Perceived Behavioral Control, Descriptive Norms, Perceived Playfulness terhadap Online Game Addiction, pengaruh dimensi Satisfaction terhadap Loyalty, pengaruh dimensi Online Game Addiction terhadap Loyalty dan moderasi Online Game Addiction terhadap Satisfaction-Loyalty pemain Clash of Clans di Surabaya. Data diperoleh melalui survey 300 pemain yang kecanduan bermain Online Game Clash of Clans di Surabaya, dan data dianalisis menggunakan Path Analysis dengan software AMOS version 20, serta analisis regresi berganda, analisis regresi sederhana,  Moderated Regression Analysis (MRA) dengan software SPSS version 16.0. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling. Hasil dari penelitian ini menunjukkan adanya pengaruh Perceived Behavioral Control, Descriptive Norms, Perceived Playfulness terhadap Online Game Addiction pemain Online Game Clash of Clans di Surabaya. Descriptive Norms terbukti berpengaruh terhadap Perceived Playfulness pemain Online Game Clash of Clans di Surabaya. Online Game Addiction juga terbukti berpengaruh terhadap Loyalty pemain Online Game Clash of Clans di Surabaya. Sedangkan, pengaruh Satisfaction terhadap Loyalty pemain Online Game Clash of Clans di Surabaya tidak terbukti berpengaruh. Online Game Addiction yang memoderasi (melemahkan) hubungan Satisfaction-Loyalty pada pemain Online Game Clash of Clans di Surabaya tidak terbukti berpengaruh.

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Published
2014-09-01
Issue
Vol. 3 No. 2 (2015): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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