Faktor-Faktor yang Memengaruhi Keputusan Bermain Video Game di Indonesia pada Platform Distributor

Abstract

Industri video game di Indonesia menunjukan potensinya, hal tersebut dibuktikan dengan kenaikan produksi pasca COVID-19 sebesar 470% dan produk yang masuk nominasi The Game Awards dan SEA Game Awards. Namun, pengembang video game lokal hanya menguasai 5% dari total market share video game di Indonesia. Penelitian ini bertujuan untuk (1) mengidentifikasi karakteristik konsumen, (2) menganalisis faktor-faktor yang memengaruhi penggunaan video game, dan (3) mengembangkan rekomendasi kebijakan bagi pengembang video game lokal. Model yang digunakan adalah UTAUT2 Analisis menggunakan SEM PLS dan analisis deskriptif dengan pengumpulan sampel menggunakan purposive sampling sebanyak 341 responden. Hasil analisis menunjukan bahwa mayoritas konsumen video game adalah laki-laki, mahasiswa, dan bermain video game setiap hari selama 1-3 jam. Hasil penelitian menunjukan performance expectancy dan habit berpengaruh positif signifikan terhadap behavioral intention dan hedonic motivation, habit, dan facilitating condition berpengaruh terhadap behavioral use. Hal ini menunjukan bahwa pengembang video game perlu mengembangkan media promosi yang meningkatkan hype, mengembangkan core gameplay replaybility, serta melakukan optimalisasi pada video game.

The video game industry in Indonesia has demonstrated its potential, with 470% increase in production after COVID-19 and products nominated for The Game Awards and SEA Game Awards. However, local game developers only control 5% of the total video game market share in Indonesia. This study aims to (1) identify consumer characteristics, (2) analyze factors that influence video game usage, and (3) develop managerial implication for local video game developers. The model used is UTAUT2. The analysis was conducted using SEM-PLS and descriptive analysis, with a purposive sampling method involving 341 respondents. Findings show that most respondents are male university students who play 1- 3 hours daily. The analysis shows that Performance expectancy and habit significantly affect behavioral intention, while habit, hedonic motivation, and facilitating conditions influence usage. This suggests that video game developers need to develop promotional media that increase hype, improve core gameplay replayability, and optimize video game performance.