The Effect Of Digital Marketing, E-Wom, Product Innovation, And Country Of Origin On The Purchase Intention Of International Gamers In Indie Games In Indonesia
Keywords:
Digital Marketing, e-WOM, Product Innovation, Country of Origin, Purchase Intention
Abstract
This study aims to analyze the influence of Digital Marketing, Electronic Word-of-Mouth (e-WOM), Product Innovation, and Country of Origin (COO) on Purchase Intention of international gamers in Indonesian indie games. This study addresses the problem of information asymmetry in digital products by utilizing Signaling Theory and Cue Utilization Theory. This study uses a quantitative design with a sample of 131 international gamer respondents obtained through a purposive sampling technique. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with R software (seminR package). The results show that Digital Marketing, e-WOM, and Product Innovation have a positive and significant effect on Purchase Intention. In contrast, Country of Origin was shown to have no significant effect. These findings indicate that international gamers' purchase intention is more influenced by intrinsic cues (gameplay/innovation) and credible extrinsic cues (reviews/e-WOM) than the developer's country of origin identity. Strategic implications for developers are to focus on gameplay transparency and community reviews
References
Adismar, F., & Musa, S. (2024). The roles of product innovation, product attributes, digital platform capabilities, and customer engagement, towards customer loyalty in the video game industry. Atlantis Press.
Akerlof, G. A. (1970). The market for 'lemons': Quality uncertainty and the market mechanism. Quarterly Journal of Economics, 84(3), 488-500.
Azmeh, S., Foster, C., & Echavarri, J. (2020). The international trade regime and the quest for free digital trade. International Studies Review, 22(3), 671-692.
Bao, Y., Cheng, X., & Zarifis, A. (2022). Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce. Journal of Global Information Management, 30(2), 1-20.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99.
Camacho, L.J., Ramírez-Correa, P.E., Salazar-Concha, C., & Müller, J. (2026). Cross-border digital commerce as retail international finance: Trustworthiness, country-of-origin signals, and online purchase intention in a high-risk emerging market. Journal of Risk & Financial Management, 19(3).
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Costa, P. (2026). The Indie Game Developer Handbook. GamePress.
Dodds, W.B., Monroe, K.B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report results of PLS-SEM. European Business Review, 31(1), 2-24.
Heckscher, E., & Ohlin, B. (1991). Heckscher-Ohlin trade theory. MIT Press.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Howkins, J. (2013). The Creative Economy: How People Make Money from Ideas (2nd ed.). Penguin Books.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Mkedder, N., Bakır, M., Aldhabyani, Y., & Ozata, F.Z. (2024). Exploring virtual goods purchase intentions: An integrated SEM-NCA approach in online gaming. Emerald Publishing.
Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.
Newzoo. (2025). Global Games Market Report 2025. Newzoo.
Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. Proceedings of the Association for Consumer Research, 167-179.
Oppenheimer, D. M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisfaction to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867-872.
Putra, RY, & Fenitra, RM (2024). Investigating the influence of mobile game addiction on in-app purchase intention in PUBG mobile: The mediating role of loyalty, negative e-WOM and perceived risk. Cogent.
Ray, S., Danks, N. P., & Calero Valdez, A. (2022). seminR: Building and estimating structural equation models. R packages.
Ricardo, D. (1817). On the Principles of Political Economy and Taxation. John Murray.
Rogers, E.M. (2003). Diffusion of innovations (5th ed.). Free Press.
Sinukaban, EB, & Dewanti, MA (2024). The influence of digital marketing and product quality on purchasing interest of Undiksha Management students on the Shopee marketplace. Prospek: Journal of Management and Business.
Smith, A. (1776). An Inquiry into the Nature and Causes of the Wealth of Nations. W. Strahan & T. Cadell.
Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355-374.
Stojkoski, V., Koch, P., Coll, E., & Hidalgo, C. A. (2024). Estimating digital product trade through corporate revenue data. Nature Communications, 15, 5262.
UNCTAD. (2022). Creative Economy Outlook 2022. United Nations Conference on Trade and Development.
VG Insights. (2024). Global Indie Games Market Report. VG Insights.
WTO. (2023). World Trade Report 2023: Re-globalization for a Secure, Inclusive and Sustainable Future.
Akerlof, G. A. (1970). The market for 'lemons': Quality uncertainty and the market mechanism. Quarterly Journal of Economics, 84(3), 488-500.
Azmeh, S., Foster, C., & Echavarri, J. (2020). The international trade regime and the quest for free digital trade. International Studies Review, 22(3), 671-692.
Bao, Y., Cheng, X., & Zarifis, A. (2022). Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce. Journal of Global Information Management, 30(2), 1-20.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99.
Camacho, L.J., Ramírez-Correa, P.E., Salazar-Concha, C., & Müller, J. (2026). Cross-border digital commerce as retail international finance: Trustworthiness, country-of-origin signals, and online purchase intention in a high-risk emerging market. Journal of Risk & Financial Management, 19(3).
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Costa, P. (2026). The Indie Game Developer Handbook. GamePress.
Dodds, W.B., Monroe, K.B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report results of PLS-SEM. European Business Review, 31(1), 2-24.
Heckscher, E., & Ohlin, B. (1991). Heckscher-Ohlin trade theory. MIT Press.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Howkins, J. (2013). The Creative Economy: How People Make Money from Ideas (2nd ed.). Penguin Books.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Mkedder, N., Bakır, M., Aldhabyani, Y., & Ozata, F.Z. (2024). Exploring virtual goods purchase intentions: An integrated SEM-NCA approach in online gaming. Emerald Publishing.
Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(2), 311-329.
Newzoo. (2025). Global Games Market Report 2025. Newzoo.
Olson, J. C., & Jacoby, J. (1972). Cue utilization in the quality perception process. Proceedings of the Association for Consumer Research, 167-179.
Oppenheimer, D. M., Meyvis, T., & Davidenko, N. (2009). Instructional manipulation checks: Detecting satisfaction to increase statistical power. Journal of Experimental Social Psychology, 45(4), 867-872.
Putra, RY, & Fenitra, RM (2024). Investigating the influence of mobile game addiction on in-app purchase intention in PUBG mobile: The mediating role of loyalty, negative e-WOM and perceived risk. Cogent.
Ray, S., Danks, N. P., & Calero Valdez, A. (2022). seminR: Building and estimating structural equation models. R packages.
Ricardo, D. (1817). On the Principles of Political Economy and Taxation. John Murray.
Rogers, E.M. (2003). Diffusion of innovations (5th ed.). Free Press.
Sinukaban, EB, & Dewanti, MA (2024). The influence of digital marketing and product quality on purchasing interest of Undiksha Management students on the Shopee marketplace. Prospek: Journal of Management and Business.
Smith, A. (1776). An Inquiry into the Nature and Causes of the Wealth of Nations. W. Strahan & T. Cadell.
Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355-374.
Stojkoski, V., Koch, P., Coll, E., & Hidalgo, C. A. (2024). Estimating digital product trade through corporate revenue data. Nature Communications, 15, 5262.
UNCTAD. (2022). Creative Economy Outlook 2022. United Nations Conference on Trade and Development.
VG Insights. (2024). Global Indie Games Market Report. VG Insights.
WTO. (2023). World Trade Report 2023: Re-globalization for a Secure, Inclusive and Sustainable Future.
Published
2026-09-21
How to Cite
Salsabila Fauziah Rahman, & Rizqi Muttaqin. (2026). The Effect Of Digital Marketing, E-Wom, Product Innovation, And Country Of Origin On The Purchase Intention Of International Gamers In Indie Games In Indonesia. International Journal of Economics, Business and Innovation Research, 5(05), 4967-4984. https://doi.org/10.63922/ijebir.v5i05.5763
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
