MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL

Naufal ; Farid ; Panjaitan ; Roymon ; Nuryanto ; Imam ; Jati Kusuma ; Pradana
Jurnal Manajemen Sosial Ekonomi 📅 2026 Vol 6, No 1 🔗 DOI: 10.51903/dinamika.v6i1.1232
Abstract
Game collaboration branding has emerged as a significant marketing strategy influencing player purchasing behavior. This study aims to analyze the influence of collaboration branding, player satisfaction, and emotional attachment on purchase intention among Honkai: Star Rail players. 280 active members of the Pompomfess community on Platform X (Twitter) participated in a quantitative survey that was analyzed using Structural Equation Modeling–Partial Least Squares (SEMPLS). The results extend the application of the Theory of Planned Behavior to digital game consumption behavior by showing that collaboration branding, player satisfaction, and emotional attachment significantly increases purchase intention. In addition to offering useful advice for game developers and marketers in creating player-oriented brand collaboration strategies, this study conceptually advances the body of knowledge on digital consumer behavior.
Keywords
Collaboration Branding; Player Satisfaction; Emotional Attachment; Purchase Intention
How to Cite

Naufal, et al. (2026). MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL. Jurnal Manajemen Sosial Ekonomi, 6(1). https://doi.org/10.51903/dinamika.v6i1.1232

Naufal, Farid; Panjaitan, Roymon; Nuryanto, Imam; Jati Kusuma, Pradana, "MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL," Jurnal Manajemen Sosial Ekonomi, vol. 6, no. 1, 2026.

Naufal, Farid; Panjaitan, Roymon; Nuryanto, Imam; Jati Kusuma, Pradana. "MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL." Jurnal Manajemen Sosial Ekonomi, vol. 6, no. 1, 2026.

Naufal, Farid; Panjaitan, Roymon; Nuryanto, Imam; Jati Kusuma, Pradana. "MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL." Jurnal Manajemen Sosial Ekonomi 6, no. 1 (2026).

Naufal, et al. (2026) 'MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL', Jurnal Manajemen Sosial Ekonomi, 6(1). doi: 10.51903/dinamika.v6i1.1232.

Naufal, Farid; Panjaitan, Roymon; Nuryanto, Imam; Jati Kusuma, Pradana. MENGAPA PEMAIN MEMBELI ITEM GAME? PERAN COLLABORATION BRANDING, KEPUASAN, DAN KETERIKATAN EMOSIONAL. Jurnal Manajemen Sosial Ekonomi. 2026;6(1).

Artikel Terkait

MENELISIK PERAN PERSEPSI KONSUMEN MELALUI MINAT BELI: PROMOSI PRODUK RICHEESE FACTORY

Farih Awwalunnajjah, Ahmad; Panjaitan, Roymon; Aqmala, Diana; Nur Cahya, Handy

ANALISIS KEKUATAN DAN KELEMAHAN KOPERASI MENGHADAPI HEGEMONI PASAR MODERN

Ramadhan; Soleh, Badrus; Junaidi, Achmad

PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG

Zakariya, Faiz; Panjaitan, Roymon ; Mahmud, Mahmud; Setiawan, Aries

ANALISIS STRUKTUR ANGGARAN BIDANG PEMBERDAYAAN MASYARAKAT APBKAL SITIMULYO TAHUN 2026

Ramadhani, Amira Putri; Sari, Nur Laila ; Fadhilah, Illiyin Aulia ; Kurniawan, Viena

ANALISIS PENGELOLAAN KEUANGAN KALURAHAN SARIHARJO TAHUN 2025 BERDASARKAN PERMENDAGRI 20/2018

De Alya, Salsabilla; Putri, Yulia Larasati ; Alfiyah; Saputri, Novia Pungky ; Nuraini, Eka Permata

PENGARUH UPAH DAN LINGKUNGAN KERJA TERHADAP KINERJA KARYAWAN DALAM PERSPEKTIF EKONOMI ISLAM PADA PT. REZEKI SURYA GASINDO

Rivaldo, Rahul; Elvia Zahara, Anzu
Tren Sitasi Jurnal