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Wahyu Karobby
Muhammadiyah University of Sidoarjo, Indonesia

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ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, FEATURES AND CONTENT CREATORS IN THE EFOOTBALL GAME ON PLAYERS' DECISIONS TO TOP UP Wahyu Karobby; Mochamad Rizal Yulianto; Istian Kriya Almanfaluti; Bayu Hari Prasojo
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i3.1510

Abstract

Objective: This study aims to examine the effect of brand awareness, game features, and content creators on players’ top-up decisions in the eFootball game. Method: A quantitative research approach was employed, utilizing questionnaires distributed to 96 Generation Z respondents. The collected data were analyzed using multiple linear regression with SPSS software to determine the influence of each variable on players’ purchasing decisions. Results: The analysis revealed that brand awareness and content creators have a significant positive effect on players’ top-up decisions, while game features do not show a significant influence. These results suggest that social and psychological factors related to brand perception and influencer engagement play a stronger role in shaping players’ spending behavior than in-game functionality. Novelty: This study contributes to the growing literature on digital consumer behavior by highlighting the pivotal role of content creators and brand identity in influencing virtual purchasing decisions among Generation Z gamers in the context of eFootball.
Co-Authors Bayu Hari Prasojo Istian Kriya Almanfaluti Mochamad Rizal Yulianto