MONETIZATION MODELS IN ONLINE GAMES: ANALYZING THE IMPACT OF MICROTRANSACTION PAYMENT STRATEGIES ON PLAYER PURCHASES

Aria Dwi Dharmala, NIM.: 21108010105 (2025) MONETIZATION MODELS IN ONLINE GAMES: ANALYZING THE IMPACT OF MICROTRANSACTION PAYMENT STRATEGIES ON PLAYER PURCHASES. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The online gaming industry has experienced rapid growth, becoming one of the most impactful sectors in the digital economy. This study analyzes the impact of microtransaction payment strategies on players' purchasing decisions using a quantitative approach. The variables examined include the price of virtual goods, consumer preferences, income, and the utility value of virtual goods. Data were collected through online surveys targeting online game players in Indonesia and analyzed using a multiple linear regression model. The findings reveal that the price of virtual goods significantly influences players' purchasing decisions. Consumer preferences for virtual goods enhance player engagement and spending, while income affects their ability to conduct transactions. The utility value of virtual goods plays a crucial role in fostering player loyalty toward the game. This study contributes theoretically to digital economy literature and offers practical insights for game developers to optimize sustainable monetization strategies that adhere to principles of fairness.

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