MAXIMIZING PRODUCT ATTRIBUTES FROM MOBILE GAME WITH SUBGENRE MOBA (MULTIPLAYER ONLINE BATTLE ARENA) TO INCREASE USER SATISFACTION AND CUSTOMER LOYALTY OF MOBA GAME MOBILE

• Main Author: Dian Ismawan, Deni
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/40076
• Institution: Institut Teknologi Bandung

Southeast Asia is the largest contributor to revenue of $ 71.4 billion from total global gaming revenue of $ 137.9 billion. Indonesia is a Southeast Asian country with a large market in the gaming industry. One of the most loved mobile games by gamers in Indonesia is the mobile game with Subgenre MOBA namely Mobile Legends. Users in Indonesia now reach 50 million, with a total of 170 million active users per month. However, in the making, it is still dominated by foreign developers. This is caused by mobile game users who prefer a mobile game with Subgenre MOBA made from outside developers because they feel dissatisfied with mobile games made by local developers. Therefore, local developers must be able to understand ways to increase satisfaction and loyalty of Mobile Game Subgenre users in order to compete with foreign game MOBA, one way is to pay attention to and maximize product attributes of MOBA games and make MOBA games with attributes products that are in accordance with the user's wishes. The purpose of this study is to find out which product attributes influence user satisfaction and loyalty towards Mobile Game with Subgenre MOBA to be maximized based on product attributes that have 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 224 millennial respondents in the city of Bandung, the data obtained is then processed using IBM SPSS 25 applications. This study obtained the results that product attributes ease of use MOBA games, MOBA game graphic, MOBA game feature, MOBA game experience have positive and partial positive effects on user satisfaction of MOBA games, and user satisfaction of MOBA games have a positive influence on the user loyalty of MOBA games. The results of the study also showed that the MOBA game experience variable had the greatest influence on the user satisfaction of MOBA games, followed sequentially by the MOBA game feature, ease of use MOBA games, and the smallest in influencing the user satisfaction of MOBA games is MOBA game graphic. From these results, a strategy can be developed to maximize product attributes in making mobile games with subgenre MOBA based on the amount of influence that is given and also can be known what product attributes are desired by mobile game with subgenre MOBA users.