Video Games Business in Pandemic: Analysis of Brand Awareness, Website Quality and Perceived Product Quality towards In-Game Repurchase Intention: A Case Study of Mihoyo in Tangerang and Jakarta

Vinsensius, Alvin and Adam, M. Riyadh Rizky (2021) Video Games Business in Pandemic: Analysis of Brand Awareness, Website Quality and Perceived Product Quality towards In-Game Repurchase Intention: A Case Study of Mihoyo in Tangerang and Jakarta. Bachelor thesis, Swiss German University.

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Abstract

The gaming industry is one of the fastest-growing industries in Indonesia right now, with rapid growth annually. A year ago, the Covid-19 pandemic is hitting Indonesia and significantly impacted many industries in Indonesia, including game developers. The concern of the virus spread became a primary concern of game delevopers, leading to postponed video games that should be released to the customers to buy it, who already waited for so long, thus it will decrease in trust and loyalty. The purpose of this study is to analyze the direct effect between brand awareness and website quality and also indirect effect of in-game purchase intention mediated by perceived product quality. The data will be collected by online questionnaires to more or less 150 respondents of people who loved playing video games from PC, Console, and Mobile in Tangerang and Jakarta area, Indonesia. This study used regression analysis and Sobel test for quantitative method. Then, the result was examined using SPSS 25 software. The study found that there is a mediator effect of perceived product quality between brand awareness, website quality and in-game purchase intention. This study highlights the role of perceived product quality as a mediating variable and recommends companies to incorporate this into their strategies.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Brand Awareness, In-Game Purchase Intention, Mediator Effect, Perceived Product Quality, Video Games, Website Quality
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK6681 Video games--Equipment and supplies
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 30 Dec 2021 07:54
Last Modified: 30 Dec 2021 07:54
URI: http://repository.sgu.ac.id/id/eprint/2259

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