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All Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Rully Febrian, Muhammad
Unknown Affiliation
Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Digital Experience Dan Kepercayaan Terhadap Loyalitas Pemain Gen z Pada Platform Mobile Legends: Peran Mediasi Kepuasan Pemain Marsha, Deni; Karunia, Erick; Irfandy Azis, Muh.; Aswan, Aswan; Rully Febrian, Muhammad
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 1 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i1.9744

Abstract

This study investigates the impact of Digital Experience and Trust on the loyalty of Generation Z players in Mobile Legends: Bang Bang, with Player Satisfaction as a mediator. Using a quantitative approach and PLS-SEM analysis of 100 active Gen Z players in Indonesia, the results show that while Digital Experience and Trust significantly enhance satisfaction and loyalty, Player Satisfaction surprisingly exerts a significant negative effect on loyalty. This indicates a satisfaction paradox where satisfaction acts as a competitive mediator; rising expectations among digital natives reduce satisfaction's effectiveness in driving long-term commitment. Theoretically, this highlights a shift in the role of satisfaction in high-tech markets. Practically, developers should prioritize building trust and continuous digital innovation over merely increasing satisfaction to retain Gen Z players
Co-Authors Aswan Aswan karunia, Erick Marsha, Deni Muh. Irfandy Azis