Factors Influencing Customers to Stay Loyal in Playing E-Sports Games in Indonesia

Francois, David
Saktiana, Galuh Mira

Jurnal Manajerial Dan Kewirausahaan
Vol. 7 No. 1 (2025): Jurnal Manajerial dan Kewirausahaan

Penelitian ini bertujuan untuk menguji dampak E-WOM, Pengalaman Pengguna, dan Reputasi Merek terhadap Loyalitas Pelanggan di Jakarta, dengan Customer Satisfaction sebagai mediator untuk E-WOM, Pengalaman Pengguna, dan Reputasi Merek terhadap Loyalitas Pelanggan. Sampel penelitian terdiri dari 139 responden yang tinggal di Jakarta dan bermain game Mobile Legends. Data responden dikumpulkan melalui kuesioner online dengan menggunakan teknik nonprobability sampling dan convenience sampling. Data yang terkumpul dianalisis menggunakan PLS-SEM dengan bantuan perangkat lunak SmartPLS versi 3. Hasil penelitian menunjukkan bahwa E-WOM memiliki pengaruh terhadap Kepuasan Pelanggan. Pengalaman Pengguna memiliki pengaruh terhadap Kepuasan Pelanggan. Reputasi Merek memiliki pengaruh terhadap Kepuasan Pelanggan. Kepuasan Pelanggan memiliki pengaruh terhadap Loyalitas Pelanggan. E-WOM memiliki pengaruh terhadap Loyalitas Pelanggan. Pengalaman Pengguna tidak memiliki pengaruh terhadap Loyalitas Pelanggan. Reputasi Merek tidak memiliki pengaruh terhadap Loyalitas Pelanggan. E-WOM memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Pengalaman Pengguna memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Reputasi Merek tidak memiliki pengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Temuan penelitian ini sesuai dengan konsep Technology Acceptance Model (TAM). This study aims to examine the influence of E-WOM, User Experience, and Brand Reputation on Customer Loyalty in Jakarta. Additionally, Customer Satisfaction is considered as a mediating variable for E-WOM, User Experience, and Brand Reputation on Customer Loyalty. The sample for this research consists of 139 respondents residing in Jakarta and playing Mobile Legends. Respondent data were collected through an online questionnaire distributed on social media using non-probability and convenience sampling techniques. The collected data were processed using PLS-SEM assisted by SmartPLS version 3 software. The results obtained from this study indicate that E-WOM has an influence on Customer Satisfaction. User Experience has an influence on Customer Satisfaction. Brand Reputation has an influence on Customer Satisfaction. Customer Satisfaction has an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty. User Experience does not have an influence on Customer Loyalty. Brand Reputation does not have an influence on Customer Loyalty. E-WOM has an influence on Customer Loyalty through Customer Satisfaction. User Experience has an influence on Customer Loyalty through Customer Satisfaction. Brand Reputation does not have an influence on Customer Loyalty through Customer Satisfaction. The results of this research are consistent with the Technology Acceptance Model (TAM) theory.