Pengaruh Persepsi Nilai Pada Intensi Pembelian Produk Virtual Yang Dimediasi Oleh Kepuasan

. This study investigates online game consumer intention to purchase virtualproduct offered during the playing period. Satisfaction of the game was predicted asmediating variable in the influence of perceived value to purchase intention.Hypotheses testing were done by using mediation analysis in IBM SPSS Statisticssoftware version 21 and macro Hayes (2013) model 4. Results showed that in bothgroups, MMORPG (Massively Multiplayer Online Role Playing Games) and MMOBA(Massively Multiplayer Online Battle Arena), online games satisfaction mediates theinfluence of perceived value to virtual product purchase intention. This study extendsconsumer behavior literature, particularly in perceived value, satisfaction and purchaseintentions of online game consumers. Practical implication of this research can be usedspecifically by online games developer, where satisfaction with the game being playedis one determinant of the players intention to purchase virtual products offered duringthe playing period