Kawaii analysis on education-based online game on user behavior (Case study: Jalasi 2 application)

Currently, the developments of education-based online games throughout the world including Indonesia have increased sharply. Accordingly, one of the latest online educational games in Indonesia is called JALASI 2. This game offers many kawaii elements purposely designed to attract children to play this educational game. Basically, this research is to test the hypotheses of H1: Perceived kawaii on Intention to Use, H2: Perceived Ease of Use on Perceived Satisfaction, H3: Perceived Usefulness on Perceived Satisfaction, and H4: Intention to Use on Perceived Satisfaction. After that, the study also tests the hypothesis of H5: Perceived Satisfaction on Intention to Use. The target consumers of JALASI 2 are Indonesian children between the ages of 8 and 12. To know how many Indonesian children are interested in the effect of kawaii in JALASI 2, analysis of Theory Reaction Action (TRA) and Structural Equation Modeling (SEM) was utilized using AMOS software. According to the structural model test, the results obtained by the perceived kawaii (PK) variable indicated a very significant effect on the Intention to Use (ITU) by 1.339. This indicates that kawaii latent variable possesses an important role in JALASI 2 content, which can lure children’s interest in playing this game.