Abstract— Indonesian game creators contribute as little as 1% of the market share in Indonesia's expanding mobile gaming sector. This research examines the factors influencing mobile game players' loyalty in Indonesia and their influence on app purchase intention. The population in this study are online mobile game players in Indonesia, the data collection method used a questionnaire distributed to 404 mobile game players in Indonesia using a simple random sampling technique. In addition, this study uses the SEM-PLS analysis method. The study found that perceived value, game technology, subjective norms, and online community engagement have a substantial influence on loyalty and affect in-app purchase intention. Furthermore, perceived value directly impacts in-app purchase intent. Keywords— Perceived Value, Game Technology, Subjective Norm, Online Community Engagement, Mobile Game Loyalty, In-app Purchase Intention, Mobile Games.
Abstract— The exponential growth of the banking industry in Indonesia presents competition as a challenge in how in maintaining customer loyalty. This research aims to determine online interaction propensity on brand loyalty mediated by brand engagement and brand trust. The proposed model is put to the test using data from an online poll of teenage customers. The panel was identified and developed using a snowball convenience sampling technique. This study used the Structural Equation Modelling (SEM) research method, usually used in causal models. This research involved 322 respondents who have participated in Indonesia runner online communities organized by banking industry players. According to the research, online interaction proclivity affected brand engagement and loyalty but has no effect on brand trust. Additionally, brand engagement has effects on brand trust and brand loyalty. Keywords— Brand Engagement, Brand Loyalty, Brand Trust, Event Marketing, Indonesian Banking, Online Interaction Propensity, Social Media Marketing.
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