<![CDATA[Game online yang populer di Indonesia adalah game gacha, terutama game gacha yang dikembangkan oleh developer asal Tiongkok, miHoYo. Penelitian ini dilakukan dengan tujuan menguji variabel Enjoyment, Economic Value, Social Value memiliki pengaruh terhadap intensi pembelian game Genshin Impact. Penelitian ini menggunakan metode purposive sampling, sebanyak 150 data responden mahasiswa Jabodetabek yang bermain dan niat membeli virtual itemGenshin Impact didapatkan melalui penyebaran kuesioner secara online menggunakan google form dan data dianalisis menggunakan SmartPLS-SEM. Hasil dalam penelitian ini menunjukkan terdapat pengaruh yang positif variabel Enjoyment terhadap Purchase Intention Game Gacha Genshin Impact, terdapat pengaruh yang positif variabel Economic Value terhadap Purchase Intention Game Gacha Genshin Impact, terdapat pengaruh yang positif variabel Social Value terhadap Purchase Intention Game Gacha Genshin Impact. Hasil analisis menyimpulkan bahwa terdapat pengaruh variabel Enjoyment, Economic Value dan Social Value terhadap Purchase Intention Game Gacha Genshin Impact. Gacha games are online games that are popular in Indonesia, especially the gacha games developed by a developer from China, miHoYo. The purpose of this study is to determine and analyze the effect of Enjoyment, Economic Value, and Social Value on Purchase Intention for the gacha game Genshin Impact. The method of determining the sample uses a non-probability sampling method with purposive sampling. The data collection method uses a questionnaire which was distributed to 150 respondents who are Jabodetabek university students who play Genshin Impact and are willing to purchase Genshin Impact virtual items. The data analysis used PLS SEM analysis. The results of the analysis conclude that there is an influence of Enjoyment, Economic Value and Social Value on the Purchase Intention of the gacha game Genshin Impact. The results of the study conclude that there is an influence of Enjoyment, Economic Value and Social Value on the Purchase Intention of the gacha game Genshin Impact.]]>
