Improving E-Sport Player Loyalty: An Overview of the Game Industry in JABOTABEK, Indonesia
DOI:
https://doi.org/10.29407/nusamba.v9i2.21176Keywords:
e-sports, experential value, player loyalty, player satisfaction, promotionAbstract
Research Aim: This study investigates the impact of experiential values and promotional activities on player satisfaction, which affects player loyalty in the e-sports industry in the Jabodetabek area.
Approach: This study uses the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach to test the proposed hypotheses and achieve the research objectives. Questionnaires were distributed to 100 respondents who identified as e-sports players in the Jabodetabek area.
Research Findings: This study found that experiential values have a positive and significant effect on player satisfaction in the e-sports industry in the Jabodetabek area. However, promotional activities do not significantly affect e-sports player satisfaction. This means that esports companies' promotional efforts may not significantly impact player satisfaction.
Theoretical Contribution: This finding suggests that the theory of satisfaction on loyalty also applies to the Jabodetabek esports industry.
Practical Implications: This study has significant practical implications for e-sports companies looking to enhance the value of the player experience by increasing the complexity of their games' features.
Research Limitations: This study is limited to the Jabodetabek area and may not reflect the same conditions in other areas.
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