Unveiling the Impact of Mobile Game Addiction and Negative e-WOM on Purchase Intention in Online Gaming Applications

Ronaldo Yolanda Putra; Ifta Firdausa Nuzula; Agus Syarip Hidayat

doi:10.56741/jmsd.v3i02.513

Authors

Ronaldo Yolanda Putra ITBKes Muhammadiyah Tulungagung https://orcid.org/0000-0002-3486-8743
Ifta Firdausa Nuzula
iftafirdausan@gmail.com
Universitas Aisyiyah Yogyakarta https://orcid.org/0000-0002-0651-397X
Agus Syarip Hidayat Badan Riset dan Inovasi Nasional (BRIN) https://orcid.org/0000-0002-4863-6193

DOI:

https://doi.org/10.56741/jmsd.v3i02.513

Keywords:

e-WOM, Gaming Applications, Mobile Game, Purchase Intention

Abstract

This study investigated the impact of mobile game addiction, loyalty, and negative e-WOM on purchase intention in online gaming applications, using a questionnaire distributed to PUBG Mobile players through game communities on WhatsApp and Telegram. The study found that online game addiction has a significant effect on online game loyalty, and online game loyalty has a significant effect on purchase intention. Additionally, online game addiction has a significant effect on negative e-WOM, and negative e-WOM has a significant effect on purchase intention. Game addiction also has a significant effect on purchase intention. These findings contribute to filling the research gap in the literature on the relationship between game addiction, loyalty, negative e-WOM, and purchase intention. The study emphasizes the importance of game developers and marketers understanding and managing these factors to encourage purchase intention in online gaming applications.

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Author Biographies

Ronaldo Yolanda Putra, ITBKes Muhammadiyah Tulungagung

is affiliated with ITBKes Muhammadiyah Tulungagung, Indonesia. He graduated with a Master's degree in Management from Universitas Negeri Sebelas Maret. His research interests include Marketing, Consumer Behaviour, and E-Commerce. He has contributed to various publications. (email: yolandaronaldo@student.uns.ac.id).

Ifta Firdausa Nuzula, Universitas Aisyiyah Yogyakarta

is a lecturer of Management Department at Universitas Aisyiyah Yogyakarta, Indonesia. She has published several articles in reputable international journals. She is a member of the Indonesian Institute of Science and Technology as an editor in Jurnal Genesis Indonesia. She got a scholarship for her study from the Ministry of Education and Culture for undergraduate school and the BARISTA Program from the National Research and Innovation Agency of Indonesia for graduate research. (email: iftafirdausan@gmail.com).

Agus Syarip Hidayat, Badan Riset dan Inovasi Nasional (BRIN)

is affiliated with the Badan Riset dan Inovasi Nasional (BRIN), Indonesia. He is a Senior Researcher with over 20 years of experience working in a research institute; a passionate academic and an experienced consultant at various international agencies. Skilled in Economic Policy, Macroeconomics, Financial Development, Investment, Regional Economic Integration, Green and Blue Economies, and Small and Medium Enterprises (SMEs). (email: agus.syarip.hidayat@brin.go.id).

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