Analysis of the Influence of Brand Awareness, Features and Content Creators in the eFootball Game on Players' Decisions to Top Up
Analisis Pengaruh Brand Awareness, Fitur Dan Content Creator Pada Game eFootball Terhadap Keputusan Pemain Untuk Melakukan Top-Up
DOI:
https://doi.org/10.21070/ups.9116Keywords:
Brand Awareness, Features, Content Creator, Purchase Decision, eFootball, Online Games, Generation ZAbstract
This study aims to analyze the influence of brand awareness, features, and content creators on players' top-up decisions in the eFootball game. The research method used was quantitative, with data collection techniques through questionnaires distributed to 96 respondents from Generation Z. Data analysis was performed using multiple linear regression with the help of SPSS. The results showed that brand awareness and content creators significantly influenced top-up decisions, while features had no significant influence. These findings provide insights for game developers and marketers to pay more attention to strategies to increase brand awareness and collaborate with content creators in driving virtual item purchasing decisions.
Downloads
References
K. Khudzaifah, A. Kristiyanto, T. Aprilijanto, And S. Riyadi, “Analisis E Sport Sebagai Cabang Olahraga Baru,” Pros. Simp. Nas. Multidisiplin Sinamu, Vol. 4, P. 416, Feb. 2023, Doi: 10.31000/Sinamu.V4i1.7923.
L. E. Rahmantyo, “Exploring E-Sports: Studi Kasus Game Pro Evolution Soccer Di Indonesia,” Satwika Kaji. Ilmu Budaya Dan Perubahan Sos., Vol. 7, No. 1, Art. No. 1, Apr. 2023, Doi: 10.22219/Satwika.V7i1.25496.
R. N. Rahman, A. Rahim, And W. J. Pranoto, “Analisis Sentimen Ulasan Game Efootball 2024 Pada Playstore Menggunakan Algoritma Naïve Bayes,” Vol. 13, No. 01, 2025.
P. K. P. Larasati, K. D. Kartika, A. S. Rahayu, P. Khairunisa, And I. N. L. Julianto, “Efektivitas Content Creator Dalam Strategi Promosi Di Era Digital (Effectiveness Of Content Creators In Promotion Strategies In This Digital Age),” Vol. 1, 2021.
Wirawan Widjanarko, Hadita Hadita, Farhan Saputra, And Y.A. Didik Cahyanto, “Determinasi Kemudahan Akses Informasi Bagi Keputusan Investasi Gen Z,” Digit. Bisnis J. Publ. Ilmu Manaj. Dan E-Commer., Vol. 2, No. 4, Pp. 248–264, Nov. 2023, Doi: 10.30640/Digital.V2i4.1789.
E. Ghazali Et Al., “A Study Of Player Behavior And Motivation To Purchase Dota 2 Virtual In Game Items,” Kybernetes, Vol. 52, Pp. 1937–1961, Jan. 2023, Doi: 10.1108/K-08-2021-0678.
R. S. Aminda And A. Aminda, “Implementasi Tujuan Pembangunan Berkelanjutan Industri, Inovasi Dan Infrastruktur Di Kabupaten Bogor,” Sink. J. Pengabdi. Masy. Uika Jaya, Vol. 2, No. 2, Art. No. 2, May 2024.
R. Satria And H. A.R, “Pengaruh Digital Marketing Dan Brand Awareness Terhadap Penjualan Produk Kartuas Telkomsel Cabang Palembang,” J. Nas. Manaj. Pemasar. Sdm, Vol. 2, No. 3, Art. No. 3, Sep. 2021, Doi: 10.47747/Jnmpsdm.V2i3.361.
S. Adha, “Faktor Revolusi Perilaku Konsumen Era Digital : Sebuah Tinjauan Literatur,” Jipis, Vol. 31, No. 2, Pp. 134–148, Oct. 2022, Doi: 10.33592/Jipis.V31i2.3286.
D. Z. Munzier, M. Akbar, And A. F. Sonni, “Perubahan Identitas Visual: Kajian Makna Dan Pesan Dari Rebranding Logo Perusahaan Saudagar Property,” Jiip - J. Ilm. Ilmu Pendidik., Vol. 7, No. 7, Pp. 6840–6846, Jul. 2024, Doi: 10.54371/Jiip.V7i7.4726.
R. R. Giovani And S. Purwanto, “Pengaruh Social Media Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Cafe Pitstop Gresik,” Revitalisasi, Vol. 11, No. 1, P. 10, Jun. 2022, Doi: 10.32503/Revitalisasi.V11i1.2410.
A. Carmona, X. Carbonell, I. Bonilla, J. Ivern, And A. Chamarro, “Video Game Structural Features Are Related To Internet Gaming Disorder And Motivations Of Play: Design And Validation Of The Video Game Structure Scale (Vgss),” Int. J. Ment. Health Addict., Jan. 2025, Doi: 10.1007/S11469-025-01442-0.
Y. Ma And W. He, “‘Coolness’ And ‘Joy’ In Games: Factors Influencing Mobile Game Players’ Willingness To Make In-Game Purchases,” Asia Pac. J. Mark. Logist., Vol. 37, No. 2, Pp. 331–348, Feb. 2025, Doi: 10.1108/Apjml-04-2024-0539.
W. Octavia Isroissholikhah, “Efektivitas Content Creator Dalam Strategi Promosi Di Era Digital,” Sibatik J. J. Ilm. Bid. Sos. Ekon. Budaya Teknol. Dan Pendidik., Vol. 2, No. 1, Pp. 121–128, Dec. 2022, Doi: 10.54443/Sibatik.V2i1.507.
A. Fronzetti Colladon, “The Semantic Brand Score,” J. Bus. Res., Vol. 88, Pp. 150–160, Jul. 2018, Doi: 10.1016/J.Jbusres.2018.03.026.
S. P. Hadi, D. R. Alwie, And Y. Fitria, “Keberhasilan Content Creator Ditentukan Oleh Kreativitas Konten Dan Skill Mengedit Video,” Cover. J. Strateg. Commun., Vol. 15, No. 1, Art. No. 1, Sep. 2024, Doi: 10.35814/Coverage.V15i1.5883.
G. A. Pratama And A. S. Kusuma, “Kepercayaan Di Internet: Studi Kasus Pada Korban Layanan Top Up Game Online Di Media Sosial,” J. Indones. Manaj. Inform. Dan Komun., Vol. 5, No. 3, Art. No. 3, Sep. 2024, Doi: 10.35870/Jimik.V5i3.892.
F. B. Efendi And S. Aminah, “Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Skintific (Studi Pada Mahasiswa Upn € Œveteran†Jawa Timur),” J-Mas J. Manaj. Dan Sains, Vol. 8, No. 1, Pp. 762–766, 2023.
A. Fania And F. S. Handayani, “Analisis Usabilitas Aplikasi Magang Rri Palembang Menggunakan Metode Regresi Linier Berganda,” 2024.
Y. R. Renggo And S. Kom, “Populasi Dan Sampel Kuantitatif,” Metodol. Penelit. Kuantitatif Kualitatif Dan Komb., Vol. 43, 2022.
F. Nyimbili And L. Nyimbili, “Types Of Purposive Sampling Techniques With Their Examples And Application In Qualitative Research Studies,” Br. J. Multidiscip. Adv. Stud., Vol. 5, No. 1, Pp. 90–99, 2024.
A. Maulana, M. Martanto, And I. Ali, “Prediksi Hasil Produksi Panen Bawang Merah Menggunakan Metode Regresi Linier Sederhana,” Jati J. Mhs. Tek. Inform., Vol. 7, No. 4, Pp. 2884–2888, Jan. 2024, Doi: 10.36040/Jati.V7i4.7281.
M. A. Yusuf, “Analisis Regresi Linier Sederhana Dan Berganda Beserta Penerapannya,” Vol. 06, No. 02, 2024.
N. Azizah And Y. L. Putri, “Prediksi Jumlah Mahasiswa Baru Menggunakan Metode Regresi Linier Sederhana,” J. Ilm. Mat. Dan Terap., Vol. 18, No. 1, Pp. 31–40, Jun. 2021, Doi: 10.22487/2540766x.2021.V18.I1.15465.
G. Mardiatmoko, “Pentingnya Uji Asumsi Klasik Pada Analisis Regresi Linier Berganda (Studi Kasus Penyusunan Persamaan Allometrik Kenari Muda [Canarium Indicum L.]),” Barekeng J. Ilmu Mat. Dan Terap., Vol. 14, No. 3, Art. No. 3, Oct. 2020, Doi: 10.30598/Barekengvol14iss3pp333-342.
E. S. Ningsih, F. S. Fatimah, And R. J. Sarwadhamana, “Uji Validitas Dan Reliabilitas Instrumen Kuesioner Manajemen Talenta,” Indones. J. Hosp. Adm., Vol. 4, No. 2, Pp. 52–55, 2021.
R. W. Aprilia And D. N. Susanti, “Pengaruh Kemudahan, Fitur Layanan, Dan Promosi Terhadap Keputusan Penggunaan E-Wallet Dana Di Kabupaten Kebumen,” J. Ilm. Mhs. Manaj. Bisnis Dan Akunt. Jimmba, Vol. 4, No. 3, Pp. 399–409, Jun. 2022, Doi: 10.32639/Jimmba.V4i3.121.
H. Herawati And A. S. Putra, “Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Azarine Cosmetic,” J. Educ., Vol. 5, No. 2, Pp. 4170–4178, 2023.
S. M. Sholihah, N. Y. Aditiya, E. S. Evani, And S. Maghfiroh, “Konsep Uji Asumsi Klasik Pada Regresi Linier Berganda,” J. Ris. Akunt. Soedirman Jras, Vol. 2, No. 2, Pp. 102–110, 2023.
M. N. Yanti, M. A. Sadat, And D. A. P. Sari, “Pengaruh Brand Ambassador, Brand Image, Dan Product Quality Terhadap Purchase Decision Produk Body Care Di Jabodetabek,” J. Bisnis Manaj. Dan Keuang., Vol. 4, No. 1, Pp. 98–113, 2023.
C. Wulandari And D. Efendi, “Pengaruh Profitabilitas Terhadap Nilai Perusahaan Dengan Corporate Social Responsibility Sebagai Variabel Moderasi,” J. Ilmu Dan Ris. Akunt. Jira, Vol. 11, No. 6, 2022.
A. T. Nurani, A. Setiawan, And B. Susanto, “Perbandingan Kinerja Regresi Decision Tree Dan Regresi Linear Berganda Untuk Prediksi Bmi Pada Dataset Asthma,” J. Sains Dan Edukasi Sains, Vol. 6, No. 1, Pp. 34–43, 2023.
N. Nurhaswinda Et Al., “Tutorial Uji Normalitas Dan Uji Homogenitas Dengan Menggunakan Aplikasi Spss,” J. Cahaya Nusant., Vol. 1, No. 2, Pp. 55–68, 2025.
G. S. Utami And I. G. A. O. Negara, “Kontribusi Budaya Sekolah Dan Motivasi Kerja Terhadap Kinerja Guru,” J. Pedagogi Dan Pembelajaran, Vol. 4, No. 1, Pp. 168–178, 2021.
R. Wati, H. Indrawati, And H. Syabrus, “Pengaruh Brand Awareness Dan Kualitas Produk Terhadap Keputusan Pembelian Pada E-Commerce (Studi Kasus Pada Mahasiswa Jurusan Pendidikan Ips Universitas Riau),” Jiip - J. Ilm. Ilmu Pendidik., Vol. 8, No. 2, Pp. 1455–1463, Feb. 2025, Doi: 10.54371/Jiip.V8i2.7069.
N. Maulidia, N. Sobakh, And D. Nurhayati, “Pengaruh Fitur Produk Dan Promosi Cashback Terhadap Keputusan Pembelian Di Marketplace Shopee,” Vol. 8, No. 5, 2024.
C. Kurniastuti, L. Septiani, And I. Yuliyzar, “Pengaruh Online Customer Review, Live Streaming, Dan Content Creator Terhadap Keputusan Pembelian Melalui Marketplace Tiktok Shop,” Vol. 13, 2022.
Downloads
Additional Files
Posted
License
Copyright (c) 2025 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
