Brand Image, e-WoM, and Hedonic Motivation in GTA V Purchase Decisions among Indonesian Generation Z

Radityo Suksmaneng Daru; Sugiarto Sugiarto

doi:10.59261/inkubis.v8i4.474

Authors

Radityo Suksmaneng Daru Universitas Widya Gama Mahakam Samarinda, Indonesia
Sugiarto Sugiarto Universitas Widya Gama Mahakam Samarinda, Indonesia

DOI:

https://doi.org/10.59261/inkubis.v8i4.474

Keywords:

Brand Image, Electronic Word of Mouth, Hedonic Motivation, Purchase Decision, GTA V, Generation Z

Abstract

more than a decade after its initial release, making it a useful legacy-game context for examining how brand perceptions, consumer-generated digital information, and enjoyment-related motives are associated with purchase decisions among Indonesian Generation Z consumers.

Objective: This study examines the associations of brand image, electronic word of mouth (e-WoM), and hedonic motivation with GTA V purchase decisions among Generation Z in Indonesia.

Methods: A cross-sectional quantitative survey was administered online to 250 respondents recruited through purposive sampling. The four constructs were measured with 16 indicators on a five-point Likert scale and analyzed using multiple linear regression in SPSS 26.

Results: Brand image (B = 0.285, t = 4.215, p < 0.001), e-WoM (B = 0.312, t = 4.682, p < 0.001), and hedonic motivation (B = 0.364, t = 5.841, p < 0.001) were each positively associated with purchase decision. The model was significant (F = 130.421, p < 0.001) and explained 61.4% of the variance based on adjusted R².

Conclusion: Purchase decisions for this legacy video game are statistically associated with brand-related perceptions, digital consumer communication, and hedonic motives. Because the reported coefficients are unstandardized and the design is cross-sectional, the findings do not establish relative dominance or causality.

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