WANDASARI, Fitri (2023) The Moderating Role of Fanaticism on The Effect Shopping Motivation on Purchase Intention Digital Unique Product (Study on Evos Harith Skin). Skripsi thesis, Universitas Jenderal Soedirman.

	PDF (Cover) COVER-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Download (227kB)
	PDF (Legalitas) LEGALITAS-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Restricted to Repository staff only Download (1MB)
	PDF (Abstrak) ABSTRAK-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Download (242kB)
	PDF (BabI) BAB-I-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Restricted to Repository staff only until 24 July 2024. Download (408kB)
	PDF (BabII) BAB-II-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Restricted to Repository staff only until 24 July 2024. Download (433kB)
	PDF (BabIII) BAB-III-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Restricted to Repository staff only until 24 July 2024. Download (509kB)
	PDF (BabIV) BAB-IV-Fitri Wandasari-C1H019012-Skri[si-2023.pdf Restricted to Repository staff only Download (911kB)
	PDF (BabV) BAB-V-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Download (253kB)
	PDF (DaftarPustaka) DAFTAR PUSTAKA-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Download (526kB)
	PDF (Lampiran) LAMPIRAN-Fitri Wandasari-C1H019012-Skripsi-2023.pdf Restricted to Repository staff only Download (697kB)

Abstract

Fanaticism in Indonesia has been felt by the public for a long time, clearly seen in the sport of Indonesian football. Fanatical level of Indonesians is evidenced by supporting their team in various ways such as watching the game live or buying their favorite team merchandise. However, until now there are still limitations to the Fanaticism Variable as a moderating variable. This study aims to analyze the moderating role of Fanaticism variables on the effect of Utilitarian Motivation and Hedonic Motivation on Digital Unique Product Purchase Intention. The population in this study were respondents who were at least 17 years old and played Mobile Legends Bang Bang for at least 2 months. The sample of this study was 110 respondents taken using purposive sampling method. Based on the results of research using SEM Moderation Sub Group and the AMOS analysis tool shows that Utilitarian and Hedonic Motivation variables affect Purchase Intentions. The fanaticism variable was successful in moderating the effect of the Hedonic Motivation Variable on Purchase Intentions, but it failed to moderate the effect of Utilitarian Motivation on Purchase Intentions. Moonton should focus on the value of utilitarian motivation, such as pay in attention to saving user costs by holding flash sales more frequently during certain events. Increase the information availability of a skin by extending the trial period of the skin. Increase the usability value of the skin by focusing more on giving damage effects to the skin compared to the aesthetic value of a skin. Further research needs to develop the Purchase Intention variable to the Purchase Decision stage. Other things also need to be added such as in the research area not only in Indonesia, given the importance of being cross cultural and Moonton is an International Company.

Actions (login required)

View Item