PENGARUH MOTIVASI, KONTROL PERILAKU, DAN KESESUAIAN CITRA DIRI TERHADAP MINAT KONSUMEN UNTUK MENGGUNAKAN LAYANAN MOBILE GAME

xiii ABSTRACT The Influence of Motivation, Behavior Control, and Image Congruence Toward Consumer Interest to Use Mobile Game Service. 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 Thong�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.al�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 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