Indonesian Cultural Elements in Gaming Fashion Brand Value, Consumer Engagement, and Purchase Intent
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Abstract
This study explores how Indonesian cultural elements embedded in Valorant’s character costumes (menswear-focused) could affect consumer engagement, purchase intent, and perceived brand value among Indonesian gaming and fashion enthusiasts. This study illustrates the role of digital spaces as cultural bridges, extending Indonesia’s heritage within immersive online environments. Using an online survey as the quantitative methodology and Partial Least Squares Structural Equation Modelling (PLS-SEM) for the data analysis, data were collected from 107 respondents aged 18-34. Four hypotheses were developed: the effect of Indonesian cultural elements on consumer engagement (H1), the moderating role of cultural appreciation in the relationship between Indonesian cultural elements and purchase intent (H2), the effect of Indonesian cultural elements on perceived brand value (H3), and the moderating role of cultural appreciation in the relationship between perceived brand value and purchase intent (H4). Results confirm that Indonesian cultural elements significantly and positively influence both consumer engagement and perceived brand value. Cultural appreciation does not significantly moderate the relationship between Indonesian cultural elements and purchase intent. However, cultural appreciation positively and significantly moderates the relationship between perceived brand value and purchase intent, indicating that the positive effect of perceived brand value on purchase intent becomes stronger among consumers with higher levels of cultural appreciation. These findings suggest that cultural representation in digital gaming environments carries strategic value beyond immediate commercial returns, with implications for Indonesia’s creative economy and cross-sector collaborations between gaming, fashion, and cultural industries.
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