PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI ULANG UNKNOWN CASH (UC) DALAM GAME PLAYER UNKNOWN’S BATTLEGROUNDS (PUBG) MOBILEDENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI STUDI PADA PLAYERS PUBG DI BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS SYARIAH

SELLI, PURWANTI (2025) PENGARUH PERSEPSI HARGA DAN PROMOSI TERHADAP MINAT BELI ULANG UNKNOWN CASH (UC) DALAM GAME PLAYER UNKNOWN’S BATTLEGROUNDS (PUBG) MOBILEDENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI STUDI PADA PLAYERS PUBG DI BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS SYARIAH. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Teknologi kini sudah berkembang sangat pesat di masyarakat, yang tentunya dapat menciptakan banyak peluang hiburan menarik bagi semua kalangan. Dampak perkembangan teknologi juga terasa pada industri mobile gaming yang mengalami pertumbuhan signifikan khususnya di Indonesia. Game online merupakan salah satu bentuk hiburan yang paling populer saat ini karena perkembangan teknologi. Salah satu game online yang cukup populer di Indonesia adalah Player Unknown’s Battlegrounds(PUBG) Mobile. Tingginya jumlah pemain PUBG Mobile tentunya akan meningkatkan pembelian Unknown Cash (UC). Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, dan promosi terhadap minat beli ulang yang dimediasi oleh kepuasan, serta bagaimana tinjauan bisnis islam terhadap transaksi jual beli Unknown Cash (UC). Penelitian menggunakan pendekatan kuantitatif dan jenis field researchdengan pengumpulan data melalui kuesioner kepada 97 responden player PUBG Mobile yang berdomisili di Bandar Lampung, dan telah melakukan pembelian Unknown Cash (UC) lebih dari 1 kali. Data dianalisis menggunakan SmartPLS 3.0 untuk uji validitas, reliabilitas, dan hipotesis. Hasil penelitian menunjukkan bahwa secara langsung, persepsi harga berpengaruh positif dan signifikan terhadap minat beli ulang. Sedangkan, promosi berpengaruh positif tetapi tidak signifikan terhadap minat beli ulang. Persepsi harga dan promosi berpengaruh secara positif dan signifikan terhadap kepuasan. Kepuasan berpengaruh positif dan signifikan terhadap minat beli ulang. Kepuasan memediasi secara partial hubungan antara persepsi harga terhadap minat beli ulang. Kepuasan memediasi secara full hubungan antara promosi terhadap minta beli ulang, serta diperbolehkannya melakukan tansaksi jual beli UC menurut syariah asalkan tidak ada unsur perjudian. Kata Kunci : Persepsi Harga, Promosi, Kepuasan, Minat Beli Ulang,Bisnis Islam. BSTRACT Technology has now developed very rapidly in society, which can certainly create many interesting entertainment opportunities for all groups. The impact of technological development is also felt in the mobile gaming industry which is experiencing significant growth, especially in Indonesia. Online games are one of the most popular forms of entertainment today due to technological developments. One of the most popular online games in Indonesia is Player Unknown's Battlegrounds (PUBG) Mobile. The high number of PUBG Mobile players will certainly increase the purchase of Unknown Cash (UC). This study aims to determine the effect of price perceptions, and promotions on repurchase interest mediated by satisfaction and how Islamic business reviews Unknown Cash (UC) buying and selling transactions. The research uses a quantitativeand type of field research approach by collecting data through questionnaires to 97 PUBG Mobile player respondents who live in Bandar Lampung, and have purchased Unknown Cash (UC) more than once. Data were analyzed using SmartPLS 3.0 to test validity, reliability, and hypotheses. The results showed that directly, price perception has a positive and significant effect on repurchase intention. Meanwhile, promotion has a positive but insignificant effect on repurchase interest. Price perceptions and promotions have a positive and significant effect on satisfaction. Satisfaction has a positive and significant effect on repurchase intention. Satisfaction partially mediates the relationship between price perception and repurchase intention. Satisfaction fully mediates the relationship between promotion and repurchase intention, and it is permissible to carry out UC buying and selling transactions according to sharia as long as there is no element of gambling. Keywords: Price Perception, Promotion, Repurchase Interest, Islamic Business. Satisfaction,.

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