PERAN DINAMIKA LINGKUNGAN, KEPERCAYAAN DAN AFEKSI DALAM MEMBANGUN LOYALITAS ANGGOTA KOMUNITAS MODIFIKASI VIDEO GAMES ONLINE TESIS

ADLN Perpustakaan Universitas Airlangga

PERAN DINAMIKA LINGKUNGAN, KEPERCAYAAN DAN AFEKSI DALAM MEMBANGUN LOYALITAS ANGGOTA KOMUNITAS MODIFIKASI VIDEO GAMES ONLINE

TESIS

Untuk memenuhi sebagian persyaratan mencapai Gelar Magister pada Program Studi Magister Sains Manajemen

Oleh

FERDIAN HENDRASTO 041224153006

Program Studi Magister Sains Manajemen Pascasarjana Fakultas Ekonomi dan Bisnis Universitas Airlangga 2015

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UCAPAN TERIMA KASIH

Pertama-tama saya panjatkan puji dan syukur kehadirat Allah yang Maha Pengasih dan Maha Penyayang atas segala rahmat dan hidayah-Nya tesis dengan judul PERAN DINAMIKA

LINGKUNGAN,

KEPERCAYAAN

DAN

AFEKSI

DALAM

MEMBANGUN LOYALITAS ANGGOTA KOMUNITAS MODIFIKASI VIDEO GAMES ONLINE ini dapat diselesaikan dengan baik. Saya selaku peneliti menyampaikan ucapan terima kasih yang sebesar-besarnya kepada: 1. Prof. Dr. Sri Wahyuni Astuti, SE., MS. selaku dosen pembimbing. Terima kasih atas ilmu pengetahuan, pengarahan dan kesabarannya selama mendampingi proses penyusunan tesis ini. 2. Prof. Dr. Moh. Nasih, SE., MT., Ak., CMA. selaku Rektor Universitas Airlangga. 3. Prof. Dr. Muslich Anshori, SE., M.Sc., Ak. selaku Dekan Fakultas Ekonomi dan Bisnis Universitas Airlangga. 4. Dr. Gancar C. Premananto, SE. MS selaku Kepala Program Studi Magister Sains Manajemen. 5. Rekan-rekan ruang akademik dan ruang baca, Mbak Vita, Mbak Rizka, Mas Andri dan Mbak Tiwi. 6. Kawan-kawan MSM satu angkatan. Pak Arista, Mas Fandora, Adin, Icha, Idham, Leny, Pak Widi, Ali, Novi, Verla, Adil, Sofi. Semoga kalian sukses menghadapi dunia nyata. 7. Terima kasih terhadap kedua orang tua penulis dan adik Faris Ardianto yang selalu mendorong dan memberi semangat untuk menyelesaikan studi S2 ini. 8. Ratna Eksya Noviyanti untuk segala waktu dan perhatiannya. Ucapan terima kasih juga penulis sampaikan kepada pihak-pihak lain yang mungkin terlewat, semoga sumbangsih kalian dalam proses penyusunan tesis ini dibalas oleh Allah yang Maha Esa.

Surabaya, 2 November 2015

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ABSTRAK

Komunitas merek dapat menjadi aset yang berharga bagi perusahaan. Dalam sebuah komunitas, pelanggan dapat berbagi pengalaman, memberi masukan bagi perusahaan dalam mengembangkan produknya atau turut serta dalam proses pengembangan produk. Namun untuk membuat pelanggan mau untuk turut serta dalam proses pengembangan produk, perusahaan harus memahami faktor apa yang dapat mendorong pelanggan untuk turut serta dalam proses pengembangan produk yang dapat menyita waktu dan tenaga dari sisi pelanggan itu sendiri. Dalam lingkup komunitas merek berbasis online, salah satu faktor yang menentukan adalah lingkungan komunitas online itu sendiri. Persepsi pelanggan terhadap lingkungan komunitas online ini akan menjadi faktor penentu tumbuh atau tidaknya kepercayaan dan afeksi pada diri pelanggan. Pada akhirnya kepercayaan dan afeksi inilah yang dapat mendorong timbulnya loyalitas pada sisi pelanggan. Pelanggan yang loyal akan cenderung lebih bersedia untuk turut serta dalam proses pengembangan produk, walaupun untuk turut serta dalam proses ini mereka haruas menginvestasikan tenaga, waktu bahkan uang mereka. Penelitian ini dilakukan dalam lingkup komunitas online yang fokus pada pengembangan modifikasi video games. Dimana anggotanya dapat memodifikasi video games sehingga mereka turut serta dalam menyediakan nilai tambah baik bagi komunitas maupun bagi pemain video games tersebut secara luas. hipotesis yang ada diuji dengan menggunakan Structural Equation Modelling (SEM) dengan tingkat signifikansi sebesar 0,05. Penelitian ini menemukan bahwa lingkungan komunitas online berpengaruh secara signifikan terhadap kepercayaan dan afeksi, dan kedua variabel ini juga berpengaruh signifikan terhadap loyalitas.

Kata kunci: Lingkungan Komunitas Online, Kepercayaan Komunitas, Afeksi Komunitas, Loyalitas, Komunitas Merek, Video Games.

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ABSTRACT

Brand community is an important asset for any company. Within a brand community, customer are able to share their experience about a product or a brand, customer are able to give advice of valuable input for the company so they can provide better value for their customer or customer can even join in the product development process. The main challenge here is that the company needs to know what drives the customer so that they are willing to invest their time and energy to join in the product development process. In an online based brand community, online community environment could be the main driving factor. Customer’s perception of this online community environment may drive the growth of trust and affection within the customer’s self. In the end, trust and affection may build loyalty. A loyal customer will be more willing to get involved in new product development process, albeit the process itself will likely drain their time, energy and even money. This particular research focus on online based community within the video games industry. The member of this online gaming community can develop their own modification of a video game and distribute them for public, providing added value for other customer. This added value will not only benefit other customer, but also the company itself. The hypotheses of this research are tested using the Structural Equation Modelling (SEM) with the degree of significant at 0,05. The result of this research suggest that online community environment affect significantly to trust and affection, which in turn affect loyalty as well.

Keywords: Online Community Environment, Trust to Community, Affection to Community, Loyalty, Brand Community, Video Games.

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DAFTAR ISI

Halaman Sampul .......................................................................................................i Halaman Persetujuan Sidang Tesis ..........................................................................ii Halaman Perbaikan .................................................................................................iii Pernyataan ..............................................................................................................iv Ucapan Terima Kasih .............................................................................................vi Abstraksi ...............................................................................................................vii Daftar Isi .................................................................................................................ix Daftar Tabel ...........................................................................................................xii Daftar Gambar ......................................................................................................xiii Bab 1 Pendahuluan ...............................................................................................1 1.1. Latar Belakang .................................................................................................1 1.2. Rumusan Masalah ..........................................................................................10 1.3. Tujuan Penelitian ...........................................................................................11 1.4. Manfaat Penelitian .........................................................................................11 Bab 2 Tinjauan Pustaka ......................................................................................13 2.1. Penelitian Terdahulu .......................................................................................13 2.2. Landasan Teori ...............................................................................................16 2.2.1. Konsumen sebagai kokreator .......................................................................16 2.2.2. Loyalitas ......................................................................................................17 2.2.3. Kepercayaan ................................................................................................18 2.2.4. Afeksi ..........................................................................................................19 2.2.5. Lingkungan Komunitas Online ...................................................................20 2.3. Hubungan Antar Variabel ...............................................................................23 2.3.1. Hubungan Lingkungan Komunitas Online Terhadap Kepercayaan Anggota Komunitas Taleworlds ................................................................24 2.3.2. Hubungan Lingkungan Komunitas Online Terhadap Afeksi Anggota Komunitas Taleworlds ................................................................25

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2.3.3. Hubungan Afeksi Terhadap Kepercayaan Anggota Komunitas Taleworlds .................................................................................................26 2.3.3. Hubungan Kepercayaan Terhadap Loyalitas Anggota Komunitas Taleworlds .................................................................................................26 2.3.4. Hubungan Afeksi Terhadap Loyalitas Anggota Komunitas Taleworlds ......27 Bab 3 Rerangka Konseptual ...............................................................................28 3.1. Rerangka Konseptual Penelitian .....................................................................28 3.2. Hipotesis .........................................................................................................29 Bab 4 Metode Penelitian .....................................................................................33 4.1. Rancangan Penelitian ......................................................................................33 4.2. Populasi, Sampel dan Teknik Pengambilan Sampel ......................................34 4.2.1. Populasi .......................................................................................................34 4.2.2. Sampel dan Teknik Pengambilan Sampel ...................................................34 4.3. Variabel Penelitian ..........................................................................................35 4.3.1. Klasifikasi Variabel .....................................................................................35 4.3.2. Definisi Operasional Variabel .....................................................................36 4.3.2.1. Lingkungan komunitas online ..................................................................36 4.3.2.2. Kepercayaan .............................................................................................37 4.3.2.3. Afeksi .......................................................................................................37 4.3.2.4. Loyalitas ...................................................................................................38 4.4. Instrumen Penelitian .......................................................................................39 4.5. Lokasi dan Waktu Penelitian ..........................................................................40 4.6. Prosedur Pengumpulan Data ..........................................................................40 4.7. Teknik Analisis Data ......................................................................................40 4.7.1. Uji Validitas .................................................................................................41 4.7.2. Uji Reliabilitas .............................................................................................42 4.7.3. Pengujian Hipotesis .....................................................................................43 Bab 5 Analisis dan Pembahasan .........................................................................44 5.1. Gambaran Singkat Komunitas ........................................................................44

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5.2. Deskripsi Responden ......................................................................................46 5.3. Statistik Deskriptif ..........................................................................................49 5.3.1. Deskripsi Variabel Lingkungan Komunitas Online (X1) ............................50 5.3.2. Deskripsi Variabel Kepercayaan (X2) .........................................................52 5.3.3. Deskripsi Variabel Afeksi (X3) ...................................................................53 5.3.4. Deskripsi Variabel Loyalitas (Y) .................................................................54 5.4. Analisis Hasil Penelitian .................................................................................56 5.4.1. Analisis Hasil Uji Model Pengukuran ..........................................................56 5.4.1. Uji Validitas .................................................................................................58 5.4.2. Uji Reliabilitas .............................................................................................59 5.4.3. Analisis Hasil Uji Model Struktural .............................................................60 5.5. Pembahasan Penelitian ....................................................................................66 5.5.1. Pengaruh Lingkungan Komunitas Online Terhadap Kepercayaan ..............66 5.5.2. Pengaruh Lingkungan Komunitas Online Terhadap Afeksi ........................68 5.5.3. Pengaruh Afeksi Terhadap Kepercayaan .....................................................69 5.5.4. Pengaruh Kepercayaan Terhadap Loyalitas .................................................70 5.5.5. Pengaruh Afeksi Terhadap Loyalitas ...........................................................71 5.6. Keterbatasan Penelitian ...................................................................................72 Bab 6 Simpulan dan Saran ..................................................................................74 6.1. Simpulan .........................................................................................................74 6.2. Saran ...............................................................................................................75 DAFTAR PUSTAKA ............................................................................................77 LAMPIRAN ..........................................................................................................80

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DAFTAR TABEL

Tabel 5.1 Karakteristik Responden Menurut Jenis Kelamin, Usia dan Pendidikan ...........................................................................................46 Tabel 5.2 Karakteristik Responden Menurut Tempat Tinggal ..............................48 Tabel 5.3 Statistik Deskriptif .................................................................................49 Tabel 5.4 Deskripsi Variabel Lingkungan Komunitas Online (X1) ......................51 Tabel 5.5 Deskripsi Variabel Kepercayaan (X2) ...................................................52 Tabel 5.6 Deskripsi Variabel Afeksi (X3) .............................................................53 Tabel 5.7 Deskripsi Variabel Loyalitas ..................................................................54 Tabel 5.8 Uji Kesesuaian Model Pengukuran ........................................................58 Tabel 5.9 Hasil Uji Validitas Penelitian .................................................................59 Tabel 5.10 Hasil Uji Reliabilitas Penelitian ...........................................................60 Tabel 5.11 Uji Kesesuaian Model Struktural .........................................................61 Tabel 5.12 Hubungan Model Struktural .................................................................63

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DAFTAR GAMBAR

Gambar 3.1. Rerangka Konseptual ........................................................................28 Gambar 5.1. Halaman Depan Situs Taleworlds ......................................................44 Gambar 5.2. Halaman Depan Situs Komunitas Taleworlds ...................................45 Gambar 5.3. Kesesuaian Model Pengukuran Variabel Eksogen ............................56 Gambar 5.4. Kesesuaian Model Pengukuran Variabel Endogen ............................57 Gambar 5.5 Kesesuaian Model Struktural .............................................................61

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PERAN DINAMIKA LINGKUNGAN, KEPERCAYAAN DAN AFEKSI DALAM MEMBANGUN LOYALITAS ANGGOTA KOMUNITAS MODIFIKASI VIDEO GAMES ONLINE TESIS

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