FACTORS AFFECTING CUSTOMER LOYALTY TO MOBILE GAMES: A CASE STUDY OF MOBILE LEGEND IN INDONESIA

• Main Author: Tri Dara Zatil Aqmar, Aisah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/82824
• Institution: Institut Teknologi Bandung

Indonesia's gaming market is expanding significantly on a global and commercial level. Nevertheless, just 0.4% of participants in the gaming business are from Indonesia, despite this potential sector. It's concerning that gamers aren't more interested in local games, given that the majority of them are Indonesian. This study aims to analyze the factors that influence customer loyalty to online games, specifically Mobile Legends in Indonesia, to provide insights for local game developers in improving player attraction and retention. The Partial Least Square - Structural Equation Modeling (PLS-SEM) analysis method is used in this quantitative study, which includes 281 respondents who have played Mobile Legends for more than a year. The findings demonstrated that game length and graphic quality both positively and significantly affect game enjoyment. The quality of the online community also has a positive and significant effect on intention to play and online game loyalty. In addition, game enjoyment has a positive and significant effect on intention to play, and intention to play has a positive and significant effect on online game loyalty. For local game developers, an understanding of these factors can serve as a foundation to improve the quality of their games, strengthen in-game social interactions, and design more engaging and satisfying gaming experiences. Thus, it is hoped that the gaming industry in Indonesia can continue to grow and compete at the global level.