PENGARUH NILAI KONSUMSI TERHADAP NIAT BELI VIRTUAL ITEM KUSTOMISASI HERO (Studi pada Pemain Defence of The Ancient 2)

Abstract

Along with the development of time, a new branch of sport emerged called e-Sport (electronic Sport) or electronic sports. One of the games competed was Dota 2. The purpose of this study was to determine the effect of consumption values on virtual purchase intentions in game items. This research is a quantitative research with descriptive and causal data analysis, the respondents studied in this study amounted to 200 people who have played Dota 2 games and become members of online communities obtained using non-probability sampling techniques and the method used is judgmental sampling. With data analysis using multiple linear regeresi. The results showed that emotional value and social value influence the purchase intention of Dota 2 virtual items. While the functional value variable does not affect purchase intention.

Keywords: consumption value; emotional value; functional value; purchase intention; social value