PROPOSED MARKETING STRATEGY FOR LOCAL VIDEO GAME DEVELOPER BASED ON GAMERS MOTIVATION TO PAY LOCAL VIDEO GAME IN INDONESIA

• Main Author: Febrian Nurmaedy, Fadillah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39102
• Institution: Institut Teknologi Bandung

In previous research found that Indonesian video game market is dominated by foreign video games, video game players Indonesia is more interested in foreign video games than local video games (Briantono, 2018). The video game market in Indonesia is the largest market in Southeast Asia with total revenue of more than $ 879.7 million and with more than 43.3 million players, but unfortunately Indonesian video game players still prefer foreign video games than local video games. Because the previous research only looked at the video game developers field point of view, this study we will see from the point of view of Indonesian video game players, so what factors influence the motivation of players to have the intention to play and buy local video games. This study distributed questionnaires to 428 respondents with an age range of 17-35 years, the data analysis used in this study was descriptive analysis and structural equation model (SEM) with a motivational model. The results of this study show that 4 motivational factors affect customers or local video game players to have the intention to play and pay local video games, those are fantasy, social interaction, promotion and price variable. So that four variables are part of marketing mix since fantasy and social interaction is about product, promotion, and price thus the right strategy to be used in this study is a marketing strategy consisting of value propositions, point of reference and marketing mix (4p).