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Industri games berkembang cukup pesat di dunia maupun di Indonesia dan mendatangkan nilai pendapatan yang cukup besar, salah satunya terhadap games PUBG Mobile. Terdapat beberapa sumber pendapatan bagi suatu game, salah satunya berasal dari penjualan in-app features yang juga dilakukan oleh PUBG Mobile. Penelitian ini bertujuan untuk mengetahui pengaruh kecanduan PUBG Mobile dan perceived values yang terdiri dari playfulness dan good price terhadap loyalitas kepada PUBG Mobile dan purchase intention in-app features PUBG Mobile. Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) berdasarkan data responden melalui penyebaran kuesioner secara purposive sampling terhadap pemain PUBG Mobile yang berusia 16 tahun keatas, berdomisili di Indonesia dan belum pernah membeli in-app features PUBG Mobile. Hasil penelitian ini membuktikan bahwa terdapat pengaruh positif antara kecanduan PUBG Mobile dan playfulness terhadap loyalitas kepada PUBG Mobile dan purchase intention in-app features PUBG Mobile. Namun untuk good price, hanya terdapat pengaruh positif terhadap purchase intention in-app features PUBG Mobile dan tidak terhadap loyalitas kepada PUBG Mobile. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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Games industry is rapidly developing both globally and in Indonesia which results in a big revenue, one of them is towards PUBG Mobile. There are various source of income for a game, one of them is through selling in-ap features that is also being done by PUBG Mobile. The purpose of this research is to know the influence of PUBG Mobile addiction and perceived values that consist of playfulness and good price towards loyalty to PUBG Mobile and purchase intention in-app features PUBG Mobile. This research is analysed using Structural Equation Modeling (SEM), based on respondents data collected through questionnaire, that is being done through method of purposive sampling towards PUBG Mobile players, aged 16 and above, who lives in Indonesia and has never bought in-app features of PUBG Mobile. This research proves that there is a positive influence between PUBG Mobile addiction and playfulness towards loyalty to PUBG Mobile and purchase intention in-app features PUBG Mobile. However, for good price, there is only positive influence towards purchase intention in-app features PUBG Mobile and none towards loyalty to PUBG Mobile. Managerial implications and recommendation for the next research will be further explained in this research.

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"Industri games saat ini telah berkembang sangat pesat dan penggunaannya meningkat tajam selama masa pandemi. Hal ini memberikan pendapatan yang cukup besar kepada industri game salah satunya yakni kepada game PUBG Mobile. Freemium business menjadi salah satu model bisnis yang sering dijumpai pada game dan banyak layanan online lainnya, yang juga diterapkan oleh PUBG Mobile. Pengembang game perlu mengetahui faktor yang mempengaruhi niat penggunaan berkelanjutan dan niat pembelian seseorang terhadap layanan premium dalam game. Metode purposive sampling digunakan dalam penelitian ini dengan jumlah responden sebanyak 155 responden dan dianalisis menggunakan pemodelan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasilnya menunjukkan bahwa enjoyment, social value, quality, dan economic value memiliki pengaruh positif terhadap continued use intention dan purchase intention. Namun, ditemukan bahwa quality tidak memiliki pengaruh positif terhadap purchase intention.

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The games industry is currently growing very rapidly and its use has increased during the pandemic. This provides a fairly large income to the gaming industry, one of them is towards PUBG Mobile. Freemium business is one of the business models that are often found in games and many other online services, which are also implemented by PUBG Mobile. Game developers should understand the factors that affect one's continued use intention and purchase intention of premium in-game services. Purposive sampling method was used in this study with a total of 155 respondents and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The results show that enjoyment, social value, quality, and economic value have a positive influence on continued use and purchase intentions. However, it was found that quality did not have a positive effect on purchase intention.

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"Salah satu pendapatan yang paling penting bagi perusahaan pengembang video game adalah pembelian barang virtual di dalam video game. Penelitian ini menguji hubungan antara gaming addiction, game loyalty, dan gamer motivation terhadap intention to purchase online mobile in-game features dengan menggunakan studi kasus PUBG Mobile. Dengan meneliti 298 gamer PUBG Mobile di Indonesia yang menyelesaikan survei singkat yang fokus pada lima variabel yaitu, addiction towards online mobile game, social motivation, hedonic motivation, loyalty towards online mobile game, dan intention to purchase online mobile game in-game features. Penelitian ini diolah menggunakan metode PLS-SEM dan hasilnya menunjukkan bahwa (i) addiction towards online mobile game memiliki hubungan positif yang signifikan dengan loyalty towards online mobile game, (ii) addiction towards online mobile game dan social motivation memiliki hubungan positif yang signifikan dengan intention to purchase online mobile game in-game features, (iii) hedonic motivation dan loyalty towards online mobile game tidak memiliki pengaruh yang signifikan terhadap intention to purchase online mobile game in-game features. Hasil temuan pada penelitian ini diharapkan dapat menjadi pembuktian secara akademis yang bermanfaat bagi akademisi maupun bisnis yaitu perusahaan pengembang video game terkhusus PUBG Mobile terkait faktor penentu online purchase intention di dunia pemasaran.

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One of the most important revenues for video game developer companies is purchase of virtual goods within video games. This study examines the relationship between gaming addiction, game loyalty, and gamer motivation on intention to purchase online mobile in-game features using PUBG Mobile case study. By researching 298 PUBG Mobile gamers in Indonesia who completed a short survey that focused on five variables, namely, addiction towards online mobile games, social motivation, hedonic motivation, loyalty towards online mobile games, and intention to purchase online mobile game in-game features. This study was processed using the PLS-SEM method and the results showed that (i) addiction towards online mobile games had a significant positive relationship with loyalty towards online mobile games, (ii) addiction towards online mobile games and social motivation had a significant positive relationship with intention to purchase online mobile game in-game features, (iii) hedonic motivation and loyalty towards online mobile game do not have a significant influence on the intention to purchase online mobile game in-game features. The findings in this study are expected to be academic evidence that is useful for academics and businesses, namely video game developer companies, especially PUBG Mobile, regarding the determinants of online purchase intention in marketing."