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Abstract

Teknologi yang semakin berkembang di Indonesia berdampak meluasnya produk dan layanan digital termasuk industri game dengan game mobile esport memimpin pasar di Indonesia saat ini. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pada perilaku konsumen game mobile esport populer dengan berdasarkan pada variabel-variabel yang digunakan dalam UTAUT 2 yang mencakup ekspektasi usaha, pengaruh sosial, motif hedonik, nilai harga dan kebiasaan (habit) pada pengaruhnya terhadap intensi bermain (gameplay intention) di Bandar Lampung. Penelitian bersifat kuantitatif dengan metode analisis statistik deskriptif yang mengukur variabel berdasarkan signifikan pengaruhnya pada variabel dependen untuk menarik kesimpulan dan memberi saran berdasarkan objek yang diteliti dengan menggunakan PLS. hasil penelitian ini menggunakan 150 responden. Hasil penelitian mengungkapkan adanya peran signifikan antara variabel ekspektasi usaha, pengaruh sosial, motif hedonis, nilai harga dan kebiasaan pada pengaruhnya terhadap intensi bermain.

Keywords

Game mobile esport, Intensi bermain, perilaku konsumen, UTAUT 2, Bandar Lampung

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Bernard , B., Sari, A. ., & Ramelan, M. R. . (2025). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Bermain Game Mobile Esport Menggunakan UTAUT 2 di Bandar Lampung. Economics and Digital Business Review, 5(2), 654–665. https://doi.org/10.37531/ecotal.v5i2.1867
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