What Motivates Mobile Legends: Bang Bang Players' Loyalty and In-App Purchases? Investigation of Perceived Values Effect: Playfulness, Addiction, and Good Price (Evidence from Indonesia)

Indonesia is ranked third as the country with the most gamers in the world. However, game developers have not capitalized on the large market in Indonesia to generate revenue using the freemium model. Therefore, this study aims to determine the factors that influence in-app purchase intention and loyalty in Mobile Legends: Bang Bang, with variables that include addiction, playfulness, and a good price. The object of research focuses on the Mobile Legends game because the number of downloaders in Indonesia is the largest in the world, but the amount of revenue is in fourth place in the world. This research uses a conclusive research design with a descriptive research method to test the research framework. The study used non-probability sampling with judgmental techniques with 220 respondents. The study used an electronic survey to collect the data, and data analysis was assessed using PLS-SEM. The study revealed that six out of eight hypotheses are supported. This study found that playfulness positively affects addiction, playfulness and good price positively affect game loyalty, and addiction, good price, and loyalty positively affect in-app purchase intention. Meanwhile, the study found that addiction does not affect loyalty, and playfulness does not affect in-app purchase intention. Based on R2, the variable that has a very high influence on in-app purchase intention is a good price, while one that has a very high influence on loyalty is playfulness.