Abstract:
The purpose of this study is to investigate the motivation for purchasing Virtual Items by
game players, specifically in the game Genshin Impact, by applying the Unified Theory
of Acceptance and Use of Technology 2 (UTAUT2) Model. The method used in this
study is a quantitative approach, where questionnaires were distributed through an online
platform, namely google form, to Twitter users who actively play Genshin Impact. The
variables used in this study are Purchase Decisions as the Dependent Variable, Behavioral
Intention as the Intervening Variable, and Performance Expectations, Effort Expectations,
Social Influence, Hedonic Motivation, Facilitating Conditions, Price Value, and Habit as
Independent Variables. The total number of respondents in this study was 281 sample
who were selected purposively through the Purposive sampling method. Hypothesis
analysis was carried out using the statistical software, and the analysis method used was
Structural Equation Modeling Partial Least Squares (SEM-PLS). The results showed that
Performance Expectancy does not have a significant influence on Behavioral Intention of
Genshin Impact Game players to purchase virtual Items, Effort Expectancy does not have
a significant influence on Behavioral Intention of Genshin Impact Game players to
purchase virtual Items, Social Influence does not have a significant influence on
Behavioral Intention of Genshin Impact Game players to purchase virtual Items,there is a
significant influence of the Hedonic Motivation variable on the Behavioral Intention
variable, but the level of influence of the variable is still relatively low, Facilitating
Conditions does not have a significant influence on the Behavioral Intention of Genshin
Impact Game players to purchase virtual Items., there is a significant influence of the
Facilitating Conditions variable on the Purchase Decision variable, but the level of
influence of the variable is still relatively low, Price Value does not have a significant
influence on the Behavioral Intention of Genshin Impact Game players to purchase
virtual Items, that there is a significant influence of the Habit variable on increasing the
Behavioral Intention of Genshin Impact players to purchase virtual items, there is a high
significant effect of the Habit variable on increasing the Purchase Decision of Genshin
Impact players to purchase virtual items, and last thereis a significant influence of the
Behavioral Intention variable on increasing the Purchase Decisions of Genshin Impact
players to purchase virtual items.
