Determinants of Skin Purchase Decisions in PUBG Mobile: Moderated by Perceived Value among Generation Z

Abstrak

This study aims to analyze the determinants of purchase decisions for PUBG Mobile skins among Generation Z, focusing on the roles of user experience, scarcity, and gamification, with perceived value as a moderating variable. Using a quantitative approach, data were collected from 220 respondents through an online survey and analyzed with SmartPLS 4.0. The results demonstrate that user experience, scarcity, and gamification each have a positive and significant effect on purchase decisions. Specifically, higher user experience, increased scarcity of skins, and stronger gamification features significantly encourage players to make purchasing decisions. In addition, the findings reveal that perceived value successfully moderates the relationships between user experience, scarcity, and gamification with purchase decisions. When players perceive greater value in the skins offered, the influence of these three variables on purchase decisions is further strengthened. This highlights that perceived value not only acts as an independent factor but also enhances the impact of other determinants in shaping consumer behavior. Overall, the study contributes to the understanding of digital consumer behavior, especially within the mobile gaming industry. The implications suggest that developers and marketers should emphasize optimizing user experience, designing scarcity strategies, and implementing engaging gamification features while enhancing the perceived value to maximize in-game purchases.