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Abstrak :
Saat ini pasar dunia terus berubah, pilar keberlanjutan seperti lingkungan, ekonomi dan keadilan sosial telah menjadi bagian dari pengambilan keputusan pemasaran. Mengembangkan strategi pemasaran di tengah-tengah masalah lingkungan dan ekonomi saat ini telah menyebabkan fokus pada pentingnya pemasaran hijau. Menggunakan theory of consumption values dan value-attitude-behavior model, penelitian ini mengusulkan untuk mengeksplorasi green consumer behavior untuk green product di Indonesia. Attitude toward green product dan consumer values seperti functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value digunakan untuk mempelajari green consumer behavior untuk green products. Penelitian ini mengembangkan model penelitian dan diuji secara empiris dengan mengumpulkan data dari kuesioner yang didistribusikan di Indonesia. Berdasarkan sampel 200 responden, hasilnya menunjukkan bahwa hanya social value yang berdampak positif pada green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, dan emotional value tidak mempengaruhi green consumer behavior. Sebagai mediator, attitude toward green product memiliki pengaruh yang signifikan terhadap epistemic value, environmental value, dan emotional value. Ini menegaskan dan secara signifikan menambah literatur green consumer behavior di pasar yang berkembang. ...... At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decision-making. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market.

Abstrak :
ABSTRAK
Online game telah menjadi salah satu jenis permainan yang banyak dimainkan oleh orang-orang baik anak muda maupun orang dewasa. Salah satu jenis online game yaitu multiplayer battle online arena atau disebut MOBA merupakan salah satu yang memiliki basis pemain paling banyak di dunia dan di Indonesia sendiri genre MOBA menjadi salah satu jenis game yang paling banyak di mainkan. Online game MOBA sendiri memiliki level di dalam permainanya yang berbentuk level profil pemain game tersebut dan setiap pemain pasti memiliki harapan untuk meningkatkan level tersebut. Dalam penelitian ini harapan tersebut disebut variabel expectancy for character growth dan variabel tersebut diharapkan menjadi mediasi dalam membentuk online gamer loyalty yang dipengaruhi oleh theory of consumption values. 208 responden dianalisis jawabanya menggunakan metode SPSS dan Structural equation modelling dan variabel learning, audio visual value, dan value for money memiliki pengaruh positif terhadap expectancy for character growth dan commitment to virtual community memiliki pengaruh positif terhadap online gamer loyalty.

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ABSTRACT
Online games have become one of the types of games that are mostly played by people both young people and adults. One type of online game that is multiplayer online battle arena or called MOBA is one that has the most player base in the world and in Indonesia the MOBA genre is one of the most played types of games. Online game MOBA itself has a level in its game in the form of a player's profile level and each player must have hope to increase that level. In this study the expectation is called the expectancy variable for character growth and the variable is expected to be a mediation in forming online gamer loyalty that is influenced by the theory of consumption values. 208 respondents analyzed their answers using the SPSS method and the Structural equation modeling and learning, audio visual value, and value for money variables had a positive influence on expectancy for character growth and commitment to virtual community had a positive influence on online loyalty gamers.