ANALISIS PERILAKU KONSUMEN DALAM MEMILIH GAME ORIGINAL DAN GAME TIDAK BERLISENSI
DOI:
https://doi.org/10.71282/jurmie.v2i12.1416Keywords:
perilaku konsumen; game bajakan; keputusan pembelian; faktor psikologis; era digitalAbstract
Penelitian ini bertujuan untuk memahami perilaku konsumen, khususnya mahasiswa, dalam memilih antara game original dan game tidak berlisensi. Sebanyak 51 responden gamer online berpartisipasi dalam penelitian ini melalui kuesioner skala Likert dan pertanyaan terbuka. Hasil menunjukkan bahwa 82% responden merasa lebih puas memainkan game original karena faktor moral, keamanan, dan kualitas bermain, sementara 45% masih memainkan game tidak berlisensi karena harga yang tinggi dan rasa penasaran terhadap game baru. Sebanyak 43% responden mengaku merasa bersalah saat memainkan game bajakan, menandakan tumbuhnya kesadaran etis di kalangan gamer muda. Selain itu, 40% responden mengungkapkan bahwa rekomendasi teman dan komunitas daring memengaruhi keputusan mereka. Dari sisi psikologis, pembelian game original tidak hanya didorong oleh kebutuhan hiburan, tetapi juga rasa bangga, penghargaan diri, dan keinginan untuk dihormati dalam komunitas gamer. Secara sosial, komunitas digital menjadi ruang penting pembentukan nilai dan norma konsumsi. Kesimpulannya, keputusan konsumen dalam memilih game merupakan hasil keseimbangan antara faktor ekonomi, sosial, dan moral, yang menunjukkan adanya pergeseran nilai dari sekadar hiburan menuju bentuk apresiasi dan tanggung jawab digital.
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Copyright (c) 2025 Rezqi Muzakky, Muhammad Ilzam Fata, Ruth Natalia Susanti (Author)
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