<![CDATA[Purpose – This study aims to analyze the effect of perceived value on repurchase intention among digital game store users in Indonesia, with price sensitivity as a moderating variable. Design/methodology/approach – This research employs a quantitative explanatory design. The sample consists of 222 respondents selected through non-probability purposive sampling, including users of Steam and/or Epic Games Store who are at least 18 years old, reside in Indonesia, and have made purchases on these platforms. Data were analyzed using hierarchical regression analysis with IBM SPSS version 26. Findings – The results indicate that perceived value has a positive and significant effect on repurchase intention. However, price sensitivity does not have a significant effect on repurchase intention and does not moderate the relationship between perceived value and repurchase intention. Originality/value – This study contributes to digital consumer behavior literature by examining the role of perceived value and price sensitivity in shaping repurchase intention within digital game distribution platforms.]]>
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