ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, FEATURES AND CONTENT CREATORS IN THE EFOOTBALL GAME ON PLAYERS' DECISIONS TO TOP UP

Wahyu Karobby; Mochamad Rizal Yulianto; Istian Kriya Almanfaluti; Bayu Hari Prasojo

doi:10.61796/jaide.v2i3.1510

Authors

Wahyu Karobby Muhammadiyah University of Sidoarjo, Indonesia
Mochamad Rizal Yulianto
rizaldo@umsida.ac.id
Muhammadiyah University of Sidoarjo, Indonesia
Istian Kriya Almanfaluti Muhammadiyah University of Sidoarjo, Indonesia
Bayu Hari Prasojo Muhammadiyah University of Sidoarjo, Indonesia

Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy

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March 31, 2025

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Objective: This study aims to examine the effect of brand awareness, game features, and content creators on players’ top-up decisions in the eFootball game. Method: A quantitative research approach was employed, utilizing questionnaires distributed to 96 Generation Z respondents. The collected data were analyzed using multiple linear regression with SPSS software to determine the influence of each variable on players’ purchasing decisions. Results: The analysis revealed that brand awareness and content creators have a significant positive effect on players’ top-up decisions, while game features do not show a significant influence. These results suggest that social and psychological factors related to brand perception and influencer engagement play a stronger role in shaping players’ spending behavior than in-game functionality. Novelty: This study contributes to the growing literature on digital consumer behavior by highlighting the pivotal role of content creators and brand identity in influencing virtual purchasing decisions among Generation Z gamers in the context of eFootball.

Karobby, W., Yulianto, M. R., Almanfaluti , I. K., & Prasojo , B. H. (2025). ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, FEATURES AND CONTENT CREATORS IN THE EFOOTBALL GAME ON PLAYERS’ DECISIONS TO TOP UP. Journal of Artificial Intelligence and Digital Economy, 2(3), 190–206. https://doi.org/10.61796/jaide.v2i3.1510

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