The influence of perceived value to in-app purchase intention through mobile game loyalty of mobile legends player

Ivan, . (2018) The influence of perceived value to in-app purchase intention through mobile game loyalty of mobile legends player. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The purpose of this research is to analyze the influence of perceived value that consists of playfulness, good price and reward to in-app purchase intention through mobile game loyalty. The object on this research is Mobile Legends that developed by Moonton, China. The sample on this research are 179 respondents who are lives in Indonesia, at least 17 years old, know or ever played and ever bought using any payment on Mobile Legends. The result on this research that analyzed by Structural Equation Modeling (SEM) LISREL showed that perceived value, except good price has significant influence to mobile game loyalty and mobile game loyalty significantly influence to in-app purchase intention. Therefore, it’s suggested to Mobile Legends to maintain the playfulness of playing games and proposed reward that players wanted to create mobile game loyalty, which also will increase the in-app purchase intention.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Playfulness, Good Price, Reward, Mobile Game Loyalty, In-App Purchase Intention
Subjects: Business
Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6468 not found.
Date Deposited: 30 Jan 2019 01:44
Last Modified: 30 Jan 2019 01:44
URI: http://repository.wima.ac.id/id/eprint/17661

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