Pengaruh Enjoyment, Skill, Challenge, dan Telepresence terhadap Purchase Intention melalui Flow pada Pemain Mobile Legends: Bang Bang di Indonesia
DOI:
https://doi.org/10.37385/ceej.v7i5.12134Keywords:
Enjoyment, Skill, Challenge, Telepresence, Flow, Purchase Intention, Mobile Legends: Bang BangAbstract
Mobile Legends: Bang Bang (MLBB) tercatat sebagai gim bergenre Multiplayer Online Battle Arena (MOBA) dengan unduhan tertinggi di Indonesia, bahkan menyumbang sekitar 44 persen dari total unduhan globalnya. Namun, dominasi tersebut belum sejalan dengan kontribusi pendapatan yang dihasilkan, karena Indonesia masih berada di bawah beberapa negara tetangga di Asia Tenggara. Kesenjangan antara tingkat keterlibatan bermain dan keputusan pembelian ini menjadikan MLBB, yang menerapkan model bisnis free-to-play dengan pembelian item virtual sebagai sumber pendapatan utama, relevan untuk dikaji lebih lanjut, khususnya terkait peran flow dalam membentuk purchase intention pemain. Berlandaskan Stimulus-Organism-Response (S-O-R) Theory dan Flow Theory, penelitian ini bertujuan menganalisis pengaruh enjoyment, skill, challenge, dan telepresence terhadap flow, pengaruh flow terhadap purchase intention, serta peran flow sebagai variabel mediasi di antara keduanya. Penelitian melibatkan 360 pemain aktif MLBB di Indonesia yang dipilih melalui purposive sampling, dengan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS. Hasil penelitian menunjukkan bahwa enjoyment, skill, challenge, dan telepresence tidak berpengaruh signifikan terhadap flow, flow juga tidak berpengaruh signifikan terhadap purchase intention, dan tidak terbukti memediasi hubungan antara keempat variabel tersebut dengan purchase intention. Temuan ini menambah pemahaman mengenai keterbatasan Flow Theory dalam menjelaskan purchase intention pada gim kompetitif, serta menunjukkan perlunya pengembang gim mempertimbangkan faktor lain yang lebih relevan dalam membentuk keputusan pembelian pemain.
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