The Influence of Enjoyment, Social Value, and Continued Use Intention Towards Battle Pass Purchase Intention in Genshin Impact

This study aims to analyze the influence of enjoyment, social value and continued use intention towards Purchase Intention of a virtual item in a mobile game such as Battle Pass offered in Genshin Impact. This research design is descriptive which describes the variables in a situation of interest of the researcher. The sampling technique used cross-sectional where data was gathered once during a period from a specific group. There were 126 respondents in Jakarta who were consumers/players that have had purchased Battle Pass but only 98 data are valid for analysis. The questionnaires are distributed online and in this research data analysis was carried out using the Partial Least Square - Structural Equation Modeling (PLS-sem) method. Based on the research results, enjoyment, social value and continued use intention can indicate purchase intention positively and significantly. With the results obtained, researchers hope that Genshin Impact developer (Hoyoverse) can get more information in regards to creating a strategy to increase battle pass purchase intention.