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