The Influence of Country of Origin and Brand Image towards Perceived Quality of Online Games

• Main Authors: Arum Prasasti, Cesya Rizkika Parahiyanti, Yana Respati Dewi, Handri Dian Wahyudi, Ita Prihatining Wilujeng
• Format: Article
• Language: English
• Published: International journal of multicultural and multireligious understanding 2020-12-01
• Series: International Journal of Multicultural and Multireligious Understanding
• Subjects: brand image; country of origin; perceived quality; online gaming
• Online Access: https://ijmmu.com/index.php/ijmmu/article/view/2213

Gaming is one of the promising industries that continuously increase in both the number of users and revenue. This study aims to find out the influence of country of origin and brand image to the perceived quality of online games. The research is conducted using quantitative research using questionnaires as a data collection method. There are 289 undergraduate students being studied which can be divided into 71% male and 29% female. Most of the respondents fall into the freshman year at the age of 18 to 22 years old. The data collected then being analyzed using the PLS method with WarpPLS software. The result of this study found out that country of origin significantly influences brand image and perceived quality of the game amongst students. We also found out that brand image is successfully mediating country of origin and perceived quality of online game. This study is limited to university students; therefore, it does not take into account the financial factors or other influencing factors for older gamers. The findings on this study are in relevance to the previous research. This research can be a basis for further research in similar topics and for a better understanding of Indonesian gaming landscape.