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All Journal MODUS-Jurnal Ekonomi dan Bisnis Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika IJBE (Integrated Journal of Business and Economics) Jurnal Ekonomi dan Bisnis Ultima Management : Jurnal Ilmu Manajemen Jurnal Bina Manajemen Indonesian Journal for Social Responsibility Jurnal Abdi Mandala Journal of Artificial Intelligence and Digital Business Jurnal Nusa Manajemen IJEMA
Andreas Kiky
Pradita University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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ANALISIS PERAN HEDONIC VALUE DALAM MEMEDIASI PENGARUH ANTICIPATION DAN EXPERIENCE TERHADAP REPEAT PURCHASE INTENTION PRODUK BLOKEES (IMPLEMENTASI STRATEGI UNCERTAINTY MARKETING) Steven Wijaya; andreas kiky
Jurnal Nusa Manajemen Vol. 3 No. 2 (2026): Jurnal Nusa Manajemen Volume 3 Nomor 2 Juli Tahun 2026
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v3i2.429

Abstract

This study aims to analyze the influence of uncertainty marketing strategy through Anticipation and Experience variables on Repeat Purchase Intention, with Hedonic Value acting as a mediating variable among consumers of Blokees blind box toys. The blind box phenomenon, which combines surprise elements with assembly activities (model kits), represents a unique marketing strategy that requires evaluation regarding its effectiveness in building consumer loyalty. This study employs a quantitative approach. Data were collected through a questionnaire survey of 96 respondents who have purchased Blokees products, using a purposive sampling technique. Hypothesis testing was conducted using path analysis assisted by SPSS software and PROCESS Macro by Hayes. The results indicate that Anticipation has a positive and significant effect on Hedonic Value. Furthermore, Hedonic Value is proven to fully mediate the relationship between Anticipation and Repeat Purchase Intention. Conversely, the Experience variable (assembly activity) was found to have no significant effect on Repeat Purchase Intention. This finding suggests that for the predominantly novice consumer base, the complexity of the assembly process has not yet fostered sufficient competence to drive loyalty. The study concludes that the primary driver of repeat purchase intention is the curiosity regarding the mysterious contents, rather than the technical assembly experience. Managerial implications suggest that marketers should focus more on promoting the mystery element and simplifying the assembly process.
PENGARUH PERFORMANCE-ENHANCING, FUNCTIONALITY, HEDONIC CONTENT, SOCIAL CONTENT DAN FLOW EXPERIENCE TERHADAP PURCHASE INTENTION MELALUI AFFECTIVE ONLINE IMPULSE BUYING TENDENCY PADA GAME VALORANT Devando Darren Wijaya; andreas kiky
Jurnal Nusa Manajemen Vol. 3 No. 2 (2026): Jurnal Nusa Manajemen Volume 3 Nomor 2 Juli Tahun 2026
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v3i2.431

Abstract

The growth of microtransactions in competitive games such as Valorant has encouraged more spontaneous purchasing behavior, especially when players are deeply engaged in gameplay. This study aims to examine the effects of performance-enhancing, functionality, hedonic content, social content, and flow experience on Affective Online Impulse Buying Tendency (IBT) and its impact on purchase intention among Valorant players. A quantitative approach was employed by collecting data through an online questionnaire from approximately 150 Valorant players, and the data were analyzed using PLS-SEM with SmartPLS 4. The results show affective online impulse buying tendency has a positive and significant effect on purchase intention. The indirect effect test indicates that only flow experience exerts a positive and significant indirect effect on purchase intention through affective online impulse buying tendency. In conclusion, flow experience is the key factor that increases affective impulse buying tendency, which subsequently strengthens players’ intention to purchase microtransactions in Valorant.
Co-Authors Adhidarma, Keisya Gabriella Anastasia Melia Ciptadi Andreas, Jose Devando Darren Wijaya Devanya Azzura Andisi Salim Gillian Emery Chandra Jessica Angelina Michelle Suparman Natasya Sugianto Pradana, Bayu Laksma Rona Mutiara Simanjuntak Samadan, Ajwanor Razka Ibadilah Saputera, David Steven Wijaya Sugianto, Natasya Viona Marcella