Open AccessAnalysis of Factors Affecting the Loyalty of Indonesian Mobile Game Players and Its Impact on In-App Purchase Intention
Author(s) -
Alek Maulana Muqarrabin,
Mts. Arief,
Idris Gautama,
Pantri Heriyati
Publication year - 2021
Publication title -
international journal emerging technology and advanced engineering
Language(s) - English
Resource type - Journals
ISSN - 2250-2459
DOI - 10.46338/ijetae0921_12
Subject(s) - indonesian , loyalty , advertising , value (mathematics) , population , loyalty business model , business , simple random sample , data collection , mobile apps , marketing , psychology , computer science , world wide web , sociology , philosophy , linguistics , social science , demography , machine learning , service quality , service (business)
— Indonesian game creators contribute as little as 1% of the market share in Indonesia's expanding mobile gaming sector. This research examines the factors influencing mobile game players' loyalty in Indonesia and their influence on app purchase intention. The population in this study are online mobile game players in Indonesia, the data collection method used a questionnaire distributed to 404 mobile game players in Indonesia using a simple random sampling technique. In addition, this study uses the SEM-PLS analysis method. The study found that perceived value, game technology, subjective norms, and online community engagement have a substantial influence on loyalty and affect in-app purchase intention. Furthermore, perceived value directly impacts in-app purchase intent. Keywords— Perceived Value, Game Technology, Subjective Norm, Online Community Engagement, Mobile Game Loyalty, In-app Purchase Intention, Mobile Games.