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All Journal Journal of Management Studies and Development
Putra, Ronaldo Yolanda
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Unveiling the Impact of Mobile Game Addiction and Negative e-WOM on Purchase Intention in Online Gaming Applications Putra, Ronaldo Yolanda; Nuzula, Ifta Firdausa; Hidayat, Agus Syarip
Journal of Management Studies and Development Vol. 3 No. 02 (2024): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jmsd.v3i02.513

Abstract

This study investigated the impact of mobile game addiction, loyalty, and negative e-WOM on purchase intention in online gaming applications, using a questionnaire distributed to PUBG Mobile players through game communities on WhatsApp and Telegram. The study found that online game addiction has a significant effect on online game loyalty, and online game loyalty has a significant effect on purchase intention. Additionally, online game addiction has a significant effect on negative e-WOM, and negative e-WOM has a significant effect on purchase intention. Game addiction also has a significant effect on purchase intention. These findings contribute to filling the research gap in the literature on the relationship between game addiction, loyalty, negative e-WOM, and purchase intention. The study emphasizes the importance of game developers and marketers understanding and managing these factors to encourage purchase intention in online gaming applications.
Co-Authors Hendri Herman Hidayat, Agus Syarip Kusumah, Surya Nuzula, Ifta Firdausa Satriadi, Satriadi Selvi Fauzar