The mobile game market has been increasing rapidly in the last five years. One of the most mobile game nowadays is Genshin Impact which has been awarded as the Best Mobile Game in 2021 by The Game Award. For games such as Genshin Impact, its source of income comes from in-app purchases and there are various factors that affecting the in-app purchase intention of the players such as satisfaction and loyalty that also can be affected by perceived value. A total of 271 Genshin Impact players from across Indonesia as samples were collected using the purposive sampling technique that involved online questionnaires with 5-point likert scale questions given to Genshin Impact players as its data collecting method. The data were analyzed using the statistical techniques known as structural equation modelling (SEM). The results of this study shows that Economic, Emotional, Hedonic, Utilitarian Values positively influence Satisfaction; Economic, Emotional, Hedonic, Utilitarian Values positively influence Loyalty; Satisfaction positively influence Loyalty; Loyalty positively influence Purchase Intention; Satisfaction does not positively influence Purchase Intention.
Ameer, I. A. (2013). Satisfaction- A behavioral perspective on consumer: Review, criticism and contribution. International Journal of Research Studies in Management, 3(1). doi:10.5861/ijrsm.2013.406
Assael, H. (1992). Consumer behavior and marketing action. PWS-KENT Pub.
Avcilar, M. Y., & Özsoy, T. (2015). Determining the effects of per- ceived utilitarian and Utilitarian Value on Online shopping intentions. International Journal of Marketing Studies, 7(6), 27–49. https://doi.org/10.5539/ijms.v7n6p27
Boksberger, P. E., & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229–240. doi:10.1108/08876041111129209
Bose, I., Yang, X. (2011). Enter the Dragon: Khillwar’s foray into the mobile gaming market of China. Communications of the Association for Information Systems 29, 551–564.
Chou, C., & Kimsuwan, A. (2013). Factors Affecting Purchase Intention of Online Game Prepayment Card-Evidence from Thailand. The Journal of Internet Banking and Commerce, 18, 1-13.
Chuang, Y. (2020). Why do you buy digital goods in the mobile game? The value perspective. Advances in Management and Applied Economics, 10(1), p.3.
Chuang, H., Chen, Y., Lin, C., & Yu, P. (2016). Featuring the e-service quality of online website from a varied perspective. Human-Centric Computing And Information Sciences, 6(1). https://doi.org/10.1186/s13673-016-0058-1
Chunmei, G., & Weijun, W. (2017). The influence of perceived value on purchase intention in social commerce context. In- ternet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99–113. doi:10.1177/0092070394222001
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307. https://doi.org/10.2307/3172866
Evelina, T. Y., Kusumawati, A., Nimran, U., & Sunarti. (2020). The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: survey of e-commerce customers in Indonesia . Business: Theory and Practice, 21(2), 613-622. https://doi.org/10.3846/btp.2020.12143
Feijoo, C., Gomez-Barroso, J.L., Aguado, J.M., Ramos, S. (2012). Mobile gaming: industry challenges and policy implications. Telecommunications Policy 36 (3), 212–221.
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Universitas Diponegoro.
Ha, J., & (Shawn) Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. doi:10.1016/j.ijhm.2009.03.009
Hair, J., Ringle, C., & Sarstedt, M. (2017). Partial Least Squares Structural Equation Modeling. Handbook Of Market Research, 1-40. https://doi.org/10.1007/978-3-319-05542-8_15-1
Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of utilitarian value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Bu- siness Management, 7(11), 818–825.
Henry, A., Nigel, P., Linda, B., & Kevin, V. (2004). Consumer behavior: a strategic approach. Boston, M. A.: Houghton Mifflin Company.
Hsiao, K. and Chen, C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty.Electronic Commerce Research and Applications, 16, pp.18-29.
Hsu, C., & Lin, J. (2015). What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value. Electronic Commerce Research And Applications, 14(1), 46-57. https://doi.org/10.1016/j.elerap.2014.11.003
Jensen, H. R. (1996). "The Interrelationship Between Customer and Consumer Value", in AP - Asia Pacific Advances in Consumer Research Volume 2, eds. Russel Belk and Ronald Groves, Provo, UT : Association for Consumer Research, Pages: 60-63.
Jones, Michael & Reynolds, Kristy & Arnold, Mark. (2006). Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes. Journal of Business Research. 59. 974-981. 10.1016/j.jbusres.2006.03.006.
Koeder, Marco J. & Tanaka, E. (2017). Game of chance elements in free-to-play mobile games. A freemium business model monetization tool in need of selfregulation?, 28th European Regional Conference of the International Telecommunications Society (ITS): "Competition and Regulation in the Information Age", Passau, Germany, 30th July - 2nd August, 2017, International Telecommunications Society (ITS), Calgary
Lehdonvirta, V. (2009). Virtual item sales as a revenue model: identifying attributes that drive purchase decisions. Electronic Commerce Research, 9(1-2), 97-113. https://doi.org/10.1007/s10660-009-9028-2
Liu, H., & Shiue, Y. (2014). Influence of Facebook game players' behavior on flow and purchase intention. Social Behavior And Personality: An International Journal, 42(1), 125-133. https://doi.org/10.2224/sbp.2014.42.1.125
Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. doi:10.1016/j.ijhm.2015.07.008
Lu, H.P., Hsiao, K.L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management 47 (3), 150–157.
Moore, D. S., Notz, W., & Fligner, M. A. (2018). The basic practice of statistics. W.H. Freeman.
Oliver, R.L. (2010). Satisfaction: A Behavioral Perspective on the Consumer: A Behavioral Perspective on the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160–1166. doi:10.1016/j.jbusres.2006.03.008
Peng, L., & Liang, S., (2013) "The Effects Of Consumer Perceived Value On Purchase Intention In E-Commerce Platform: A Time-Limited Promotion Perspective". ICEB 2013 Proceedings. 10.
Radoff, J. (2011). Game On: Energize Your Business with Social Media Games. Wiley Publishing Inc.
Ray, S., Kim, S., & Morris, J. (2012). Research Note: Online Users' Switching Costs: Their Nature and Formation. Information Systems Research, 23(1), 197-213. Retrieved August 1, 2021, from http://www.jstor.org/stable/23207881
Sirakaya-Turk, E., Ekinci, Y. and Martin, D. (2015) The efficacy of shopping value in predicting destination loyalty. Journal of Business Research, 68 (9). pp. 1878-1885. Doi: 10.1016/j.jbusres.2015.01.016
Sohn, C., & Lee, D.-I. (2005). Internet Markets and E-Loyalty. In Web Systems Design and Online Consumer Behavior (pp. 282–289). IGI Global. https://doi.org/10.4018/978-1-59140-327-2.ch017
Spangenberg, E.R., Voss, K.E., & Crowley, A.E. (1997). Measuring the Hedonic and Utilitarian Dimensions of Attitude: a Generally Applicable Scale. ACR North American Advances.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. doi:10.1016/s0022-4359(01)00041-0
Verhoef, P. C. (2003). Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing, 67(4), 30–45. https://doi.org/10.1509/jmkg.184.108.40.20685
Wong, Ken. (2013). Partial least square structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24, 1-32.
Wu, C. H.-J., & Liang, R.-D. (2011). The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective. Tourism Management, 32(2), 317–325. doi:10.1016/j.tourman.2010.03.001
Zins, A. (2018). 3 Game Monetization Trends That are Transforming the Mobile App Economy. Gamesindustry.Biz, 1–6. Retrieved from https://www.facebook.com/audiencenetwork/news-and-insights/3-game-monetization-trends.