<![CDATA[Board game tematik semakin diminati sebagai media edukasi dan sarana mempererat hubungan keluarga di tengah meningkatnya kekhawatiran terhadap penggunaan gawai pada anak. Namun demikian, sebagai barang tersier dengan harga yang relatif tinggi, keputusan pembelian board game tematik akan melibatkan pertimbangan yang kompleks antara manfaat edukatif, kebutuhan anak, harga serta pengaruh sosial. Dalam konteks kajian penelitian, pembahasan mengenai pertimbangan orang tua khususnya sebagai konsumen board game masih terbatas di Indonesia, karena sebagian besar kajian board game lebih berfokus pada perancangannya sebagai media edukasi dari sudut pandang desain. Penelitian ini bertujuan untuk mengisi kesenjangan tersebut, dengan menganalisis preferensi pembelian board game tematik oleh orang tua menggunakan kerangka Theory of Planned Behavior (TPB), yang mencakup tiga komponen utama, yaitu sikap (attitude), norma subjektif (subjective norm), dan kontrol perilaku yang dipersepsikan (perceived behavioral control). Berbeda dengan penerapan TPB pada umumnya yang menguji hubungan antar variabel secara kuantitatif, penelitian ini menggunakan pendekatan kualitatif dengan wawancara mendalam terhadap 12 ibu yang termasuk dalam target pasar pembeli board game tematik, di mana ketiga komponen TPB sebagai kerangka kode tematik agar dapat memahami makna di balik preferensi pemebelian tersebut. Hasil penelitian menunjukkan 2 temuan utama, yaitu pertama, niat beli board game tematik bersifat situasional, dipicu oleh momen tertentu, bukan perencanaan pembelian terjadwal; kedua kontrol perilaku yang dipersepsikan pada kelompok berpendapatan tinggi ini tidak mencerminkan keterbatasan kemampuan finansial, melainkan persepsi nilai dan prioritas belanja keluarga. Temuan ini memberikan kontribusi teoritis berupa reinterpretasi kontekstual terhadap konsep perceived behavioral control pada produk edukatif yang bersifat tersier, serta kontribusi praktis bagi pengembang dan pemasar board game dalam merancang strategi komunikasi dan momentum promosi yang selaras dengan pola pembelian situasional tersebut. Thematic board games are increasingly popular as an educational medium and a means of strengthening family bonds amid growing concern over children's gadget use. However, as tertiary goods with relatively high prices, purchasing decisions for thematic board games involve complex considerations spanning educational benefits, children's needs, price, and social influence. In terms of research, discussion of parental considerations, particularly as board game consumers, remains limited in Indonesia, as most existing board game studies focus on their design as an educational medium rather than on consumer purchasing behavior. This study aims to address this gap by analyzing parents' preferences in purchasing thematic board games using the Theory of Planned Behavior (TPB) framework, which comprises three main components: attitude, subjective norm, and perceived behavioral control. Unlike typical applications of TPB that test relationships between variables quantitatively, this study adopts a qualitative approach through in-depth interviews with 12 mothers within the target market of thematic board game buyers, with the three TPB components serving as a thematic coding framework to understand the meaning behind their purchase preferences. The findings reveal two main insights: first, purchase intention for thematic board games is situational, triggered by specific occasions rather than scheduled purchase planning; second, perceived behavioral control within this higher-income group does not reflect financial constraints but rather perceptions of value and household spending priorities. These findings offer a theoretical contribution through a contextual reinterpretation of the perceived behavioral control construct in tertiary educational products, as well as a practical contribution for board game developers and marketers in designing communication strategies and promotional timing aligned with this situational purchase pattern.]]>
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