FACTOR ANALYSIS ON PURCHASING INTENTION OF IN-GAME GOODS: A STUDY OF YOUNG INDONESIAN

Abstract

Gaming industry is one of the biggest business nowadays and the research about freemium game is young. Indonesia as the biggest consumer in Southeast Asia without doubt is a great driving factor for the future development of gaming industry. In order to assist local game to compete on future competition on Indonesian gaming market the research on why people purchase in-game goods is developed. This study is aimed to analyze the factors that influencing the motivation of a person on purchasing in-game goods on a freemium games in Indonesia for young generation. This research used quantitative method. Data analysis techniques that were used are exploratory factor analysis. The statistical analysis was done using the Statistical Package for Social Science (SPSS) version 23.0 and Microsoft Excel. The number of respondent in this research are 250 people consisted of Indonesian young generation who had purchased in-game goods on a freemium game. The result is, 62.59% of the motivation on why people purchase in-game goods are gathered from the four factors namely Social Interaction, Competition, Unobstructed Play, and Economical Rationale. .