Gacha Addiction and In-App Purchases: a Study on Genshin Impact Players in Indonesia

Cokki Cokki (Universitas Tarumanagara)
Haris Maupa (Universitas Tarumanegara)
Wanstum Wanstum (Universitas Tarumanegara)
Syarifuddin Sulaiman (Universitas Tarumanegara)

Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan
Vol. 19 No. 1 (2025)

The purpose of this study was to examine the impact of gacha addiction and good price on the intention topurchase in-app items, with mobile game loyalty as a mediating variable. The research employed a quantitativeapproach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to analyze survey datacollected from 208 Genshin Impact players in Indonesia through random sampling and online questionnaires.The results indicate that gacha addiction significantly influences the intention to purchase in-app items, whilegood price has a moderate effect. Additionally, mobile game loyalty serves as a partial mediator in therelationship between gacha addiction and purchase intention.