MAXIMIZING PRODUCT ATTRIBUTES OF MOBILE GAMES TO INCREASE USER SATISFACTION AND LOYALTY

• Main Author: Pracoyo 29116027, Hanung
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27719
• Institution: Institut Teknologi Bandung

Indonesia is one of the countries in Southeast Asia with a promising mobile game market. Along with smartphones users reaching 100 million users in 2018, mobile game users also continue to increase. The mobile game market segment in Indonesia in 2018 reached US$ <br /> <br /> 504 million, with annual growth rate of 15.8% will make mobile game market segment reach US$ 907 million in the year of 2022. Unfortunately, 99% market is dominated by foreign game developers and leaving only 1% for local developers. This is caused by mobile game users who prefer games made by foreign game developers, because they feel dissatisfied with mobile games made by local game developers. Therefore, local developers must be able to understand ways to increase the satisfaction and loyalty of mobile games users in order to compete with foreign mobile games and reclaim the Indonesian market, one way is to pay attention to the product attributes of mobile games, maximize the product attributes, and make mobile games with product attributes that are in accordance with what the user wants. <br /> <br /> <br /> Therefore, this study aims to determine which product attributes that influence the satisfaction and loyalty of mobile game users, and after that to be maximized based on product attributes that gives the most influence on user satisfaction and loyalty. This thesis uses descriptive and explanatory research methods with a quantitative research approach, carried out by distributing questionnaires to 208 millennial respondents in Bandung, the data obtained is the processed using the IBM SPSS 23 application. <br /> <br /> <br /> This study found that the product attributes of ease of use, graphics, features, and game experience have a positive influence both simultaneously and partially on user satisfaction, and user satisfaction have a positive influence on the loyalty of mobile game users. The results of the research also showed that the variable of game experience has the greatest influence on the satisfaction of mobile game users, followed sequentially by features, ease of use, and the smallest influence on user satisfaction is graphics. From the results, a strategy can be built to maximize the product attributes when making and designing mobile games based on the magnitude of the influence given by each of the variable, also it can be known what kind of product attributes that the mobile game users desired. <br /> <br />