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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Nurudin Nurudin
Universitas Boyolali

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Pengaruh Influencer Marketing dan Community Engagement terhadap Minat Pembelian game indie di Solo Raya Nurudin Nurudin; Luki Sri Anggorowati; Unna Ria Safitri
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12662

Abstract

The goal of this study is to look into the consequences of marketing through influencers and community engagement on the purchase intention of indie games in Solo Raya. A quantitative methodology with a descriptive associative technique was applied, using questionnaires distributed to 102 active Steam platform users in the Solo Raya area. Data were assessed through multivariate linear regression analysis via SPSS 25. The outcomes of the partial test (t-test) indicated that influencer marketing positively and significantly influences purchasing intentions (t = 9.023; sig. 0.000 < 0.05; β = 0.606), while community engagement also showed a positive and significant influence (t = 8.392; sig. 0.000 < 0.05; β = 0.363). The simultaneous examination (F-test) confirmed that the two variables together have a major influence on purchase intention (F = 151.571; sig. 0.000 < 0.05). The coefficient of determination (adjusted R2) was 0.764 or 76.4%, meaning both variables explain 76.4% of the variation in indie game purchase intention. These results offer practical insights for indie developers in designing effective and efficient marketing strategies through the integration of influencer marketing and community engagement.
Co-Authors Anggorowati, Luki Sri Safitri, Unna Ria