Pengaruh Motivasi, Kontrol Perilaku, dan Kesesuaian Citra Diri Terhadap Minat Konsumen Untuk Menggunakan Layanan Mobile Game
LUSIONO, EKO FEBRI (Adv.: Didi Achjari, Dr., M.Com.), Didi Achjari, Dr., M.Com.
Kemajuan teknologi sistem informasi pada saat ini berkembang sangat pesat sehingga kehadirannya ditengah-tengah masyarakat tidaklah menjadi asing lagi (pervasive computing). Salah satu kemajuan teknologi sistem informasi yang menjadi fokus pada penelitian ini adalah layanan hiburan pada telepon seluler, yakni layanan mobile game. Layanan mobile game menjadi menarik untuk diteliti karena ia bersifat tidak nyata tetapi minat konsumen untuk menggunakan layanan tersebut terus meningkat dibeberapa negara menurun hasil survey. Pada penelitian penelitian terdahulu di negara lain, meningkatnya minat dipergaruhi oleh motivasi, kontrol perilaku, kesesuaian citra diri, serta sikap. Oleh karenanya, peneliti berkeinginan melakukan penelitian tersebut di Indonesia.
Objek dalam penelitian ini adalah seluruh konsumen layanan mobile game Yogyakarta. Sesuai dengan kriteria sampel yang sudah ditentukan, maka dalam penelitian ini diperoleh jumlah sampel sebanyak 158 responden yang mewakili konsumen layanan mobile game di Yoyakarta. Model dalam penelitian ini merupakan model replikasi yang diadopsi dari dua buah penelitian. Pertama adalah penelitian Thong (2007) yang menguji pengaruh beberapa konstruk yang diajukan terhadap minat konsumen menggunakan layanan musik mobile dan memaparkan minat dipengaruhi secara signifikan oleh sikap, norma subjektif, kontrol perilaku persepsian, dan kesesuaian citra diri, tetapi tidak signifikan pada indeks kesiapan teknologi. Kedua adalah penelitian Nysveen et al. (2005) yang menguji pengaruh beberapa konstruk yang diajukan terhadap minat konsumen menggunakan layanan mobile (pesan singkat, menelpon, pembayaran, dan game) dan memaparkan minat dipengaruhi secara signifikan oleh kesukaan persepsian dan ekspresi persepsian, cukup signifikan oleh kontrol perilaku persepsian, serta tidak signifikan oleh norma subjektif dan kegunaan persepsian.
Tujuan penelitian ini adalah menguji pengaruh motivasi (kesukaan persepsian dan ekspresi persepsian), kontrol perilaku persepsian, serta kesesuaian citra diri terhadap terhadap minat konsumen untuk menggunakan layanan mobile game dan menguji pengaruh motivasi (kesukaan persepsian dan ekspresi persepsian), kontrol perilaku persepsian, serta kesesuaian citra diri terhadap sikap sebagai mediasi membentuk minat konsumen untuk menggunakan layanan mobile game. Analisis data dilakukan dengan menggunakan metode Stuctural Equation
Model (SEM). Dimulai dari pengembangan model berbasis teori sampai pada evaluasi kriteria goodness of fit. Hasil uji kriteria goodness of fit menunjukan secara overall semua indeks goodness of fit berada pada tingkatan strong fit sehingga model tersebut dapat diterima.
Hasil penelitian berdasarkan hasil pengujian hipotesis menyimpulkan bahwa
ada pengaruh signifikan motivasi (kesukaan persepsian dan ekspresi persepsian), kontrol perilaku persepsian, serta kesesuaian citra diri terhadap terhadap minat konsumen untuk menggunakan layanan mobile game. Hal ini dapat diartikan, jika motivasi (kesukaan persepsian dan ekspresi persepsian), kontrol perilaku persepsian, serta kesesuaian citra diri meningkat, maka minat untuk menggunakan layanan mobile game akan meningkat. Sedangkan pengujian pengaruh motivasi (kesukaan persepsian dan ekspresi persepsian), kontrol perilaku persepsian, serta kesesuaian citra diri terhadap sikap sebagai mediasi membentuk minat konsumen untuk menggunakan layanan mobile game dapat disimpulkan tidak terdapat pengaruh yang signifikan karena masing-masing konstruk memiliki pengaruh langsung yang signifikan terhadap minat tanpa di mediasi oleh sikap.
The advantages of information system technology at present was rapidly developed so it presence at the middle of society was not become strange anymore (pervasive computing). One of the advantages of information system technology which became focus in this research is entertainment service at cellular phone, that is mobile game service. Mobile game service has become interesting to be research because it has unreality but consumer interest to use that service always increasing at some nation according to survey result. In early researcher at other
nation, the increasing of interest was influence by motivation, behavior control, self-image congruence. Therefore, researcher has desire to do that research in Indonesia.
The object in this research was all consumer of mobile game service in Yogyakarta. Approriate with the sample criteria which has been set, than in this research was obtained the sample as much as 158 respondent which represent the consumer of mobile game service in Yogyakarta. The model in this research was replication model which adopted from two researches. First is ThongÂ’s research (2007) which testing the influence some construct which propose toward consumer interest in using mobile game service and explained that interest was influenced significantly by attitude, subjective norm, perceived behavior control, and self-image congruence, but not significantly to technology readiness index. Second is Nysveen et.alÂ’s research (2005) which testing the influence some construct which propose toward consumer interest in using mobile game service (short message, call, payment, and game) and explain that interest was influenced significantly by perceived enjoyment and perceived expressiveness, significantly enough by perceived behavior control, also insignificantly by subjective norm and perceived usefulness.
The purpose of this research is to test the influence of motivation (perceived enjoyment and perceived expressiveness), perceived behavior control, also selfimage congruence toward consumer interest to use mobile game service and test the influence of motivation (perceived enjoyment and perceived expressiveness), perceived behavior control, also self-image congruence toward attitude as mediation to shape consumer interest to use mobile game service.
Data analysis was done with the use of Structural Equation Model (SEM) method. Start from model development base on theory until to goodness of fit criteria evaluation. The result of goodness of fit criteria test show that overall all of goodness of fit index at a level of strong fit so that model well accepted.
The result of research based on hypothesis conclude that there is significantly the influence of motivation (perceived enjoyment and perceived expressiveness), perceived behavior control, also self-image congruence toward consumer interest to use mobile game service. This thing could be mean, if motivation (perceived enjoyment and perceived expressiveness), perceived behavior control, also self-image congruence increasing, then interest to use mobile game service also will increase. While the test of the influence of motivation (perceived enjoyment and perceived expressiveness), perceived behavior control, also self-image congruence toward attitude as mediation to form consumer interest to use mobile game service could be summary that there is no significantly influence because each of construct has straight influence toward interest without being mediated by attitude.
Kata Kunci : mobile game, interest, perceived enjoyment, perceived expressiveness, perceived behavior control, attitude, and self-image congruence, minat, kesukaan persepsian, ekspresi kesukaan, kontrol perilaku persepsian, sikap, dan kesesuaian citra diri.
