JEFMS Journal

ABSTRACT:

Nowadays, people around the world are living side by side with their digital devices, thus making them an integral part of their daily life. People all around the world, including in Indonesia, have made a lot of online purchasing (shopping). Digital media has great potential as a marketing device. One of the example of digital media as a marketing device is the use of the digital game as a part of marketing campaign. Game is able to penetrate demography and different age group and create an interactive platform as a communication device with one another that is unable to be done by traditional media. But on the other hand, game online has a negative effect. Children (especially elementary students) are addicted to games and start to lose the importance of studying at school. The purpose of this study is to analyse and discuss the impact of perceived ease of use and perceived usefulness towards purchase decisions through the intention of engagement with the game application on the marketplace consumers. This research is a conclusive research. Respondents that are used in this research are the marketplace consumers (Shopee). The methods that are used are judgemental sampling and snowball sampling with 100 respondents as the samples. The instrument of the research that is used in this research is questionnaire. And then, the collected data is calculated using alternative method of PLS (Partial Least Square). The result of the study shows that the variable of ease of use is not giving impact to the intention of engagement, while the variable of usefulness mediates ease of use towards intention of engagement and variable of intention of engagement towards purchase decision gives positive impact.

KEYWORDS:

Perceived ease of use, perceived usefulness, the intention of engagement, buying decision.

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