The Effect of Peer Conformity on Intention to Buy In-Game Virtual Goods in Adolescent Free Fire Online Game Players Yollawati Arifi, Aftina Nurul Husna, Laili Qomariyah
Universitas Muhammadiyah Magelang
Abstract
Along with the development of the internet, people^s patterns of entertainment have also changed, one of which is by playing online games. One of the most played games is Garena Free Fire. This game is a Battle Royale type that combines online multiplayer video games and survival games. In addition, this game also sells virtual items in the form of functional and decorative items that can affect the fun and enjoyment of the game. The problem is, virtual goods in games is bought by children and teenagers who don^t have financial independence. One of the factors suspected of influencing purchase intention is the conformity of children and adolescents with their peers. This study aims to determine the effect of peer conformity on the intention to buy in-game virtual goods among Garena Free Fire players. The participants were 126 teenagers with the following criteria: aged 11-22 years, being an active player in the Free Fire online game for at least three months (playing individually or in squads), and having purchased virtual goods at least once. Data were collected using peer conformity scale and intention to buy in-game virtual goods scale, then analyzed using Simple Linear Regression. The results showed that the research hypothesis was not proven (R = .047, R2 = .002, F(1, 124) = .600, p>.05). The researcher conducted additional analysis to identify other factors that might explain the intention to purchase in-game virtual goods. It is recommended that future researchers examine the influence of age, economics, competitive motives (to win competitions, participate in ^mabar^ or play with friends, and collect the latest virtual items in games), and dynamics in player groups. It could be that peer conformity occurs within a player^s squad or community where players are members and not among other players in general.
