The Effect of Addiction, Perceived Values and Mobile Game Loyalty on Purchase Intention in Mobile Legends in Indonesia

The games business is quickly expanding both globally and in Indonesia, resulting in significant revenue, with Mobile Legends being one of the most popular. One way for a game to make money is through offering in-app features, which Mobile Legends does as well The goal of this study is to determine the impact of addiction, perceived value (which consist perceived playfulness, perceived flexibility, perceived connectedness, perceived reward, loyalty to Mobile Legends, and purchase intention in Mobile Legends), and loyalty to Mobile Legends on purchase intention. Based on respondent data acquired through questionnaires, this study is analyzed using PLS-SEM with SmartPLS. This was accomplished through purposive sample of Mobile Legends players that actively play the game nearly every day (every day or every two days), have never purchased in-game stuff, and intend to purchase in-game things. Addiction has a big impact on loyalty, but not on purchase intention. Apart from perceived flexibility, almost all criteria in perceived value have a major impact on mobile game loyalty. Only perceived playfulness and loyalty to mobile games have an impact on purchase intention.