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All Journal Jurnal MEKANIKAL Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Alhadharah: Jurnal Ilmu Dakwah JMM (Jurnal Masyarakat Mandiri) YUME : Journal of Management Journal Of Management Science (JMAS) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Journal of Enterprise and Development (JED) Jurnal Kajian Gender dan Anak Enrichment : Journal of Management Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Al-Irsyad: Jurnal Bimbingan Konseling Islam Studi Ilmu Manajemen dan Organisasi MANAJERIAL: Jurnal Inovasi Manajemen dan Supervisi Pendidikan Alhadharah: Jurnal Ilmu Dakwah JUANGA: Jurnal Agama dan Ilmu Pengetahuan eCo-Fin Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Journal of Management and Digital Business Jurnal Ilmu Manajemen Mulawarman (JIMM) JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Jurnal Bisnis dan Kewirausahaan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah AGROTEKBIS: Jurnal Ilmu Pertanian Jurnal Multidisiplin Indonesian Journal of Electronics, Electromedical Engineering, and Medical Informatics Jurnal Ilmu Kesehatan dan Psikologi Journal of Primary Education Ulil Albab Primary Journal of Multidisciplinary Research
Heriyadi, Heriyadi
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Journal : Journal Of Management Science (JMAS)

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Examining mobile game’s loyalty strategy: The case of honkai star rail Pamungkas, Angga Suda; Ramadania, Ramadania; Heriyadi, Heriyadi; Pebrianti, Wenny
Junal Ilmu Manajemen Vol 8 No 1 (2025): January: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v8i1.594

Abstract

The mobile gaming industry is experiencing exponential growth, as evidenced by its contribution of half the revenue to the global gaming market. Honkai Star Rail, a product of Mihoyo, has secured the prestigious position of Best Mobile Game Award in 2023. A year post-launch, Honkai Star Rail has maintained its status as a top-tier mobile game, consistently ranking among the top 15 grossing applications. The effectiveness of strategies implemented by game developers can significantly enhance customer loyalty and repurchase behaviour. This phenomenon underscores the dynamic nature of the mobile gaming sector. It highlights the critical role of strategic planning in sustaining market position and fostering consumer engagement in this highly competitive digital ecosystem. Therefore, this research examines whether the variables of In-game Reward, Flow Experience, and Content Marketing mediated by Customer Satisfaction can affect the player’s loyalty. Researchers use quantitative methods and S.P.S.S. and Amos 26 applications to process and test the data in this research process. Based on the data collected from 225 respondents from Indonesia, in-game rewards, flow experience, and content marketing significantly affect the loyalty of Honkai Star Rail’s players, with the mediating variable of satisfaction.
Co-Authors Ahmad Salahuddin Ahmad Shalahuddin, Ahmad Ahmad Suriansyah AHMADI Al Vayyed Shalatar Barqah Djus Al-Idrus, Fatimah Azzhara Amelia, Fadillah Rizky Ana Fitriana Andriano, Theo Anwar Azazi Ardiansyah, Fito Astrella Callista Putri Raharjo Astuti, Rindi Aulia Suhesty Azhar Baras, Theresa Putri Yunita Barkah, Barkah Cahyadi, Muhammad Byan Farreldipo Daniel Happy Putra Daud, Ilzar Endah Mayasari Erna Listiana Giriati, Giriati Goyovi, Julia Hamzan Wadi Hamzanwadi Handayani, Sri Hanifah Rahmi Fajrin, Hanifah Rahmi Helma Malini Helma Malini, Helma Ikram Yakin Iqbal*, Muhammad Isnawati Isnawati Juliani, Harisa Juniwati Juniwati Kalis, Maria Christiana Iman Kamaaluddin, Kamaaluddin Karsim, Karsim Khairil Anwar Kusmiran, Ari Hardi Lay, Nico Yudhinata Lo, Audriana Septiani M. Irfani Hendri Maria Christiana Iman Kalis Maria Magdalena Meliani, Azzalia Miranti Rasyid Moch. Iqbal, Moch. Muchsin Muchsin Muh Ali Bagas Muhammad Afif Muhammad Iqbal Mustaruddin Mustika, Uray Ndaru Mu`az, Lalu Nur Alam Nur Ikhsanida, Zhackya Oktavianto, Angga Pamungkas, Angga Suda Pane, Gina Sonya Pardede, Kaleb El Nusa Pramana Saputra Pricilla, Maria Olivia Priskila, Priskila Purmono, Bintoro Bagus Putri, Yuliani Alfiani Villye Adriani Rahmi, Indriati Ramadania Ramadania, Ramadania Rizani Ramadhan Riztika, Dheanisa Tri Robiansyah, Robiansyah Saputra, Egi Septian Palma Ariany Sulistiawan, Edi Sulistiowati Sulistiowati Syahbandi Syahbandi Syahputri, Anggraini Titik Rosnani Trisnawati, Weni Vanessa, Vivian Wendy Wenny Pebrianti Wisnu Kartika, Wisnu Wulansari, Dinda Marsela ZA, Saida Zainurossalamia