Pengaruh Digital Experience Dan Kepercayaan Terhadap Loyalitas Pemain Gen z Pada Platform Mobile Legends: Peran Mediasi Kepuasan Pemain
DOI:
https://doi.org/10.36085/jam-ekis.v9i1.9744Abstrak
Penelitian ini mengkaji pengaruh Pengalaman Digital dan Kepercayaan terhadap loyalitas pemain Generasi Z pada gim Mobile Legends: Bang Bang, dengan Kepuasan Pemain sebagai variabel mediasi. Menggunakan pendekatan kuantitatif dan analisis PLS-SEM terhadap 100 pemain aktif Generasi Z di Indonesia, hasil penelitian menunjukkan bahwa Pengalaman Digital dan Kepercayaan secara signifikan meningkatkan kepuasan dan loyalitas. Namun, Kepuasan Pemain justru menunjukkan pengaruh negatif yang signifikan terhadap loyalitas. Temuan ini mengindikasikan adanya paradoks kepuasan, di mana kepuasan berperan sebagai mediator kompetitif; meningkatnya ekspektasi di kalangan digital natives mengurangi efektivitas kepuasan dalam mendorong komitmen jangka panjang. Secara teoretis, hasil ini menegaskan adanya pergeseran peran kepuasan dalam pasar berbasis teknologi tinggi. Secara praktis, pengembang gim disarankan untuk lebih memprioritaskan pembangunan kepercayaan dan inovasi digital yang berkelanjutan dibandingkan sekadar meningkatkan kepuasan, guna mempertahankan loyalitas pemain Generasi Z.
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