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All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum
Chaidar Ali Yahya
Bina Nusantara University Jakarta
Law, Crime, Criminology & Criminal Justice

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The Influence of Social Media Marketing and Brand Experience on Genshin Impact Brand Loyalty with Brand Equity as a Supporting Factor in Indonesia Chaidar Ali Yahya; Rendi Fernanda Lengkong; Nadya Safira Komaraputri; Irmawan Rahyadi; La Mani
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 25 No. 1 (2026): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/pj.v25i1.7193

Abstract

The free-to-play game industry is growing rapidly in Indonesia, characterized by the high number of active players and the use of social media as the main source of gaming information. In this context, player loyalty is key to long-term success for game developers. Genshin Impact as one of the popular games in Indonesia uses social media marketing to build relationships with players while creating a strong brand experience. This study aims to analyze the influence of social media marketing and brand experience on brand loyalty, with brand equity as a mediating variable. This study uses a quantitative approach with the paradigm of pospositivism and descriptive design. Data collection was carried out through an online survey of 414 respondents of active Genshin Impact players who followed the game's official social media accounts. Data analysis was conducted using Structural Equation Modeling (SEM) techniques with WarpPLS 8.0. The results of the study show that social media marketing and brand experience have a significant positive effect on brand equity and brand loyalty. In addition, brand equity strengthens the relationship between independent variables and brand loyalty. These findings underscore the importance of social media-based marketing strategies and positive brand experiences in increasing players' long-term attachment to games.
Co-Authors Irmawan Rahyadi La Mani Nadya Safira Komaraputri Rendi Fernanda Lengkong