Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

MENAKAR LOYALITAS GAMERS DI ERA PROMOSI DIGITAL (Studi Kuantitatif Pada Komunitas Genshin Impact JABODETABEK)

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  • Thieriky Hennry,
  • Winna Sarikusumaningtyas,
  • Boma Jonaldy Tanjung
Thieriky Hennry
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Sakti Bekasi, Indonesia
Winna Sarikusumaningtyas
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Sakti Bekasi, Indonesia
Boma Jonaldy Tanjung
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Sakti Bekasi, Indonesia

Published 2026-09-25

Keywords

  • Promosi Digital,
  • Loyalitas Pemain,
  • Genshin Impact,
  • Jabodetabek

How to Cite

MENAKAR LOYALITAS GAMERS DI ERA PROMOSI DIGITAL (Studi Kuantitatif Pada Komunitas Genshin Impact JABODETABEK). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://journal.cib.institute/index.php/musytari/article/view/4506

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Promosi Digital terhadap Loyalitas Pemain Genshin Impact pada Komunitas Genshin Impact Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori dan melibatkan 88 responden yang memenuhi kriteria penelitian. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan IBM SPSS Statistics melalui uji validitas, reliabilitas, uji asumsi klasik, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa seluruh item pernyataan dinyatakan valid dan instrumen penelitian reliabel, dengan nilai Cronbach’s Alpha sebesar 0,904 untuk Promosi Digital dan 0,933 untuk Loyalitas Pemain. Hasil uji t menunjukkan nilai t hitung sebesar 15,378 lebih besar daripada t tabel sebesar 1,987, dengan nilai signifikansi sebesar 0,000 < 0,05. Dengan demikian, Promosi Digital berpengaruh positif dan signifikan terhadap Loyalitas Pemain. Persamaan regresi yang diperoleh adalah Y = -2,381 + 0,968X. Nilai R Square sebesar 0,733 menunjukkan bahwa Promosi Digital mampu menjelaskan sebesar 73,3% variasi Loyalitas Pemain, sedangkan 26,7% sisanya dijelaskan oleh faktor lain di luar model penelitian. Hasil penelitian menunjukkan bahwa semakin baik Promosi Digital yang dirasakan oleh pemain, semakin tinggi pula kecenderungan Loyalitas Pemain terhadap Genshin Impact.
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