Perhatian dan Ketertarikan pada Konten Instagram Gamecom Team terhadap Minat Beli Game Troublemaker 2

Qaiser Fazle Mawla; Sumartono Sumartono

doi:10.62383/komunikasi.v3i4.1228

Authors

Qaiser Fazle Mawla Universitas Esa Unggul
Sumartono Sumartono Universitas Esa Unggul

DOI:

https://doi.org/10.62383/komunikasi.v3i4.1228

Keywords:

AISAS, Attention, Instagram, Interest, Purchase Intention

Abstract

Instagram social media is an effective marketing communication medium for building consumer purchase intention toward digital products, including video games. This study aims to examine the influence of attention and interest in Gamecom Team’s Instagram content on purchase intention toward Troublemaker 2: Beyond Dream based on the AISAS Model (Attention, Interest, Search, Action, Share). This study employed a quantitative approach using a survey of 100 Gamecom Team Instagram followers selected through simple random sampling based on the Slovin formula. The results show that the majority of respondents had high levels of attention (64%), interest (67%), and purchase intention (58%). Attention had a positive and significant effect on purchase intention (t = 2.004 > 1.984; sig. = 0.048 < 0.05), as did interest (t = 6.084 > 1.984; sig. < 0.001 < 0.05). Simultaneously, attention and interest had a positive and significant effect on purchase intention (F = 42.202 > 3.09; sig. < 0.001 < 0.05). The findings indicate that interest has a greater influence than attention, while both variables simultaneously affect purchase intention. These results demonstrate that, within the AISAS Model, attention and interest serve as initial stages that encourage consumers to proceed to information search and action, ultimately contributing to the formation of purchase intention.

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