Factors That Influence Online Game Consumer Loyalty through Consumer Satisfaction
DOI:
https://doi.org/10.21009/ISC-BEAM.011.23Keywords:
consumer loyalty, consumer satisfaction, game online, product attribute, brand experience, brand imageAbstract
This research aims to analyze the influence of product quality, product features, product style and design, brand image, and brand experience on consumer loyalty in the online gaming industry in the Depok, Bogor, Jakarta, Tangerang, Bekasi (Jabodetabek) area, with consumer satisfaction as an intervention variable. The results of data analysis show that online game product quality does not have a significant influence on consumer satisfaction, and the same thing applies to the direct influence of product quality on consumer loyalty. Online game product features also do not have a direct influence on consumer satisfaction and loyalty. Product style and design do not directly influence consumer satisfaction and loyalty in online games. However, brand image has a direct influence on consumer satisfaction, while brand experience has a direct influence on satisfaction. Consumer satisfaction, in turn, has a positive impact on consumer loyalty. Some factors, such as product quality, product features, and product style and design, may have an indirect influence on loyalty through satisfaction. Therefore, this research provides valuable insights for companies in developing marketing strategies and increasing consumer loyalty in the online gaming industry in the Depok, Bogor Jakarta, Tangerang, Bekasi (Jabodetabek) area.
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Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/4243/Brand%20Experience%20and%20Loyalty_Journal_of%20_Marketing_May_2009.pdf
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Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33–44. https://doi.org/10.2307/1252099
Sivadas, E., & Baker‐Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), 73–82. https://doi.org/10.1108/09590550010315223
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32. https://doi.org/10.1016/s0022-4359(99)80002-5
Giese, J. L. and Cote, J. A. 2000. Defining customer satisfaction. Academy of Marketing Science Review. No. 1, pp. 1-59 (online).
Simamora, Bilson. 2003. Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Cetakan kedua. Jakarta:PT Gramedia Pustaka Utama. 2004. Riset Pemasaran. Falsafah, Teori, dan Aplikasi. Jakarta:PT Gramedia Pustaka Utama.
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Tjiptono, F. (2012). Service Management: Mewujudkan Layanan Prima-2/E.
Ginting, N.F.H. (2012). Manajemen Pemasaran. Cetakan 2. Bandung: CV Yrama Widya
Oktahirsa, Satri, et al. "The Influence of Product and Service Quality on the Consumer Satisfaction in PT. Main Commercial Hospi Palembang Branch." International Journal of Social Sciences, vol. 4, no. 2, 2021, pp. 220-227, doi:10.31295/ijss.v4n2.1704.
Annisa Maftuhatul Jannah, & Dian Nova Hastari. (2023). Jurnal Ekonomi Sakti : JES, 12(1), 100–100. https://doi.org/10.36272/jes.v12i1.243
Saefudin Zuhdi, & Rendi Aprilianto. (2015). Pengaruh Desain Produk dan Fitur Produk terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen Kesatuan, 3(2), 084–096. https://doi.org/10.37641/jimkes.v3i2.820
Farhan Falah, Henny Welsa, & Putri Dwi Cahyani. (2023). Pengaruh Experiential Marketing dan Desain Produk terhadap Kepuasan Konsumen dengan Keputusan Pembelian sebagai Variabel Intervening pada Konsumen Smartphone Xiaomi di Yogyakarta. Jurnal Manajemen DanSains, 8(2), 1646–1646. https://doi.org/10.33087/jmas.v8i2.1435
Yuli Lukita Sari, & Cahyo Tri Atmojo. (2021). Pengaruh Desain Produk terhadap Loyalitas Pelanggan Kafe di Jombang. JPEKBM (Jurnal Pendidikan Ekonomi, Kewirausahaan, Bisnis Dan Manajemen), 4(2), 01–01. https://doi.org/10.32682/jpekbm.v4i2.1799
Ihsan, M. N., & Sutedjo, B. (2022). Pengaruh brand image dan brand trust terhadap kepuasan konsumen dan dampaknya terhadap minat beli ulang. FORUM EKONOMI, 24(1), 170–176. https://doi.org/10.30872/jfor.v24i1.10586
Alana, A. Y., Hidayat, W., & Widodo, H. D. (2013). Pengaruh Citra Merek, Desain, dan Fitur Produk terhadap Keputusan Pembelian Handphone Nokia (Studi Kasus pada Mahasiswa Universitas Diponegoro). Www.neliti.com. https://www.neliti.com/id/publications/188428/pengaruh-citra-merek-desain-dan-fitur-produk-terhadap-keputusan-pembelian-handph#cite
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Gunawan, D. C., & P, A. J. W. (2021). Pengaruh Brand Image dan Brand Experience terhadap Customer Satisfaction dan Customer Loyalty pada Game E-Sports Mobile Legends Bang Bang di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 10(2), 69–82. https://doi.org/10.33508/jumma.v10i2.3611
Helen, H., & Emrus, E. (2017). Hubungan Customer Satisfaction dan Brand Experience dengan Brand Image terhadap Customer Loyalty: Studi Kasus Pengelolaan Mall. Sociae Polites, 15(1), 57–84. https://doi.org/10.33541/sp.v15i1.441
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Yuliana, A., & Pratama, A. (2020). Pengaruh Atribut Produk terhadap Keputusan Konsumen Game of Valor (Studi Kasus pada Mahasiswa STIE Indonesia Pontianak). Jurnal Ekonomi Integra, 9(2), 144. https://doi.org/10.51195/iga.v9i2.130
(PDF) Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty? (n.d.). ResearchGate. https://www.researchgate.net/publication/228168877_Brand_experience_What_Is_It_How_Is_It_Measured_Does_It_Affect_Loyalty
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766
Yulianti, I., & Tung, W. (2013). The Relationship among Brand Experience, Brand Image and Customer Satisfaction of Facebook Users in Indonesia. Abstract of Economic, Finance and Management Outlook, 1, 1–16.
Hananto, D. (2021). Pengaruh Desain Produk, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian Produk Jersey Sepeda di Tangsel. Prosiding Seminar Nasional Penelitian LPPM UMJ, 2021(0). https://jurnal.umj.ac.id/index.php/semnaslit/article/view/11027
Firmansyah, B. (2017). Pengaruh Kualitas Produk dan Desain Produk terhadap Keputusan Pembelian Batik Tulis Jetis Sidoarjo. Jurnal Pendidikan Tata Niaga (JPTN), 5(3). https://doi.org/10.26740/jptn.v5n3.p%p
Nugroho, N. E. (2021). Pengaruh Citra Merek, Persepsi Kualitas, Fitur Produk terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Smartphone Samsung Galaxy A10S (The Influence of Brand Image, Quality Perception, Product Features on Purchase Decisions through Consumer. Jurnal Ekbis, 22(2), 223–249. https://jurnalekonomi.unisla.ac.id/index.php/ekbis/article/view/844
Ari Cahyo Wicaksono, & Sendhang Nurseto. (2018). Pengaruh Kualitas Produk, Fitur Produk dan Harga terhadap Niat Beli Ulang Melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Konsumen Smartphone Xiaomi di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 8(1), 34–42. https://doi.org/10.14710/jiab.2019.22706
Dwi Wahyuni, C. R. (2017). Kualitas Pelayanan dan Pengaruhnya Terhadap Loyalitas Pelanggan Yang Di Mediasi oleh Kepuasan di Bank Muamalat Jombang. Eksis: Jurnal Riset Ekonomi dan Bisnis, 12(1). https://doi.org/10.26533/eksis.v12i1.84Imansyah, I., & Irawan, H. (2018). Pengaruh Kualitas Pelayanan terhadap Kepuasaan Pelanggan pada Karaoke Inul Vizta Tanjung. Jurnal Ilmiah Ekonomi Bisnis, 4(3). https://doi.org/10.35972/jieb.v4i3.236
Normanita, Hidajat, K., & Yogantari, M. V. (2021). Pengaruh E-Service Quality dan Purchase Behavior terhadap Kepuasan Konsumen di Mediasi Loyalitas Konsumen Pengguna Game Online Mobile Legend Masa Normal Baru Pandemi Covid-19. Jurnal Teknologi Informasi Dan Komputer, 7(4). https://jurnal.undhirabali.ac.id/index.php/jutik/article/view/1538
Yuliana, Y., & Purnama, I. (2021). Pengaruh Kualitas Pelayanan, Kepuasan Pelanggan Dan Nilai Pelanggan Dalam Meningkatkan Loyalitas Pelanggan Pada PO. Titian Mas Cabang Bima. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 4(2), 163–171. https://doi.org/10.37479/jimb.v4i2.11598
Lesmana, R., & Ayu, S. D. (2019). Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Kosmetik Wardah PT Paragon Tehnology and Innovation. Jurnal Pemasaran Kompetitif, 2(3), 59. https://doi.org/10.32493/jpkpk.v2i3.2830
Sari, P., Chalil, C., & Nainggolan, E. P. (2018). Pengaruh Atribut Produk terhadap Kepuasan Konsumen Menggunakan Smartphone Merek Asus di Kota Palu. Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT), 4(2), 139–150. https://doi.org/10.22487/jimut.v4i2.115
Indrawati, F. (2018). Pengaruh Kualitas Produk terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening di Cincau Station Surabaya. Agora, 6(2). https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/7727
Agung Widodo. (2016). Pengaruh Atribut Produk Terhadap Loyalitas Konsumen Pada Mobile Games: Mobile Legends : Bang Bang (Studi pada Mahasiswa Universitas Brawijaya Malang). Jurnal Ilmiah Mahasiswa FEB, 7(2). https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/6065
Widayatma, C. P., & Lestari, S. P. (2019). Pengaruh Kualitas Produk terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening (Studi Kasus Pada Rifa Kuliner Kendal). Serat Acitya, 7(3), 25. https://doi.org/10.56444/sa.v7i3.941
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230–1259. tandfonline. https://doi.org/10.1080/0267257x.2016.1150322
Landa, R. 2006. Designing Brand Experiences. New York: Thomson Delmar Learning
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/4243/Brand%20Experience%20and%20Loyalty_Journal_of%20_Marketing_May_2009.pdf
Chandra, J. W., & Keni, K. (2021). Brand Experience untuk Memprediksi Brand Attitude pada Konsumen Sporting Brand. Jurnal Bisnis dan Akuntansi, 23(1), 93–110. https://doi.org/10.34208/jba.v23i1.902
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33–44. https://doi.org/10.2307/1252099
Sivadas, E., & Baker‐Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), 73–82. https://doi.org/10.1108/09590550010315223
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32. https://doi.org/10.1016/s0022-4359(99)80002-5
Giese, J. L. and Cote, J. A. 2000. Defining customer satisfaction. Academy of Marketing Science Review. No. 1, pp. 1-59 (online).
Simamora, Bilson. 2003. Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Cetakan kedua. Jakarta:PT Gramedia Pustaka Utama. 2004. Riset Pemasaran. Falsafah, Teori, dan Aplikasi. Jakarta:PT Gramedia Pustaka Utama.
Stanton, William J.,Michael J. Etzel, dan Bruce J. Walker. 1991. Fundamentals of Marketing. Edisi kesembilan. McGraw-Hill
Tjiptono, F. (2012). Service Management: Mewujudkan Layanan Prima-2/E.
Ginting, N.F.H. (2012). Manajemen Pemasaran. Cetakan 2. Bandung: CV Yrama Widya
Oktahirsa, Satri, et al. "The Influence of Product and Service Quality on the Consumer Satisfaction in PT. Main Commercial Hospi Palembang Branch." International Journal of Social Sciences, vol. 4, no. 2, 2021, pp. 220-227, doi:10.31295/ijss.v4n2.1704.
Annisa Maftuhatul Jannah, & Dian Nova Hastari. (2023). Jurnal Ekonomi Sakti : JES, 12(1), 100–100. https://doi.org/10.36272/jes.v12i1.243
Saefudin Zuhdi, & Rendi Aprilianto. (2015). Pengaruh Desain Produk dan Fitur Produk terhadap Loyalitas Pelanggan. Jurnal Ilmiah Manajemen Kesatuan, 3(2), 084–096. https://doi.org/10.37641/jimkes.v3i2.820
Farhan Falah, Henny Welsa, & Putri Dwi Cahyani. (2023). Pengaruh Experiential Marketing dan Desain Produk terhadap Kepuasan Konsumen dengan Keputusan Pembelian sebagai Variabel Intervening pada Konsumen Smartphone Xiaomi di Yogyakarta. Jurnal Manajemen DanSains, 8(2), 1646–1646. https://doi.org/10.33087/jmas.v8i2.1435
Yuli Lukita Sari, & Cahyo Tri Atmojo. (2021). Pengaruh Desain Produk terhadap Loyalitas Pelanggan Kafe di Jombang. JPEKBM (Jurnal Pendidikan Ekonomi, Kewirausahaan, Bisnis Dan Manajemen), 4(2), 01–01. https://doi.org/10.32682/jpekbm.v4i2.1799
Ihsan, M. N., & Sutedjo, B. (2022). Pengaruh brand image dan brand trust terhadap kepuasan konsumen dan dampaknya terhadap minat beli ulang. FORUM EKONOMI, 24(1), 170–176. https://doi.org/10.30872/jfor.v24i1.10586
Alana, A. Y., Hidayat, W., & Widodo, H. D. (2013). Pengaruh Citra Merek, Desain, dan Fitur Produk terhadap Keputusan Pembelian Handphone Nokia (Studi Kasus pada Mahasiswa Universitas Diponegoro). Www.neliti.com. https://www.neliti.com/id/publications/188428/pengaruh-citra-merek-desain-dan-fitur-produk-terhadap-keputusan-pembelian-handph#cite
Ronaa, A., & Ning Farida, S. (2022). Pengaruh Kualitas Produk dan Brand Image terhadap Loyalitas Pelanggan: Studi pada Konsumen Sepatu Converse di Pakuwon Trade Center. Reslaj : Religion Education Social Laa Roiba Journal, 5(1), 183–198. https://doi.org/10.47467/reslaj.v5i1.1368
Rosa Sukma Ayu, Survival Survival, & Bambang Budiantono. (2023). Pengaruh Brand Experience dan Brand Image terhadap Kepuasan Pelanggan yang Dimoderasi Kualitas Pelayanan (Studi pada Pelanggan CV. Indo RSVP Group di Kota Malang). Jurnal Economina, 2(4), 919–933. https://doi.org/10.55681/economina.v2i4.457
Hasnani, S., Titing, A. S., & Hendrik. (2023). Pengaruh Brand Experience dan Brand Trust terhadap Loyalitas Konsumen pada Penggunaan Produk Scarlett Whitening di Kabupaten Kolaka. Jurnal Ekonomi dan Bisnis Digital, 1(2), 59–64. https://jurnal.ittc.web.id/index.php/jebd/article/view/150
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Published
2024-02-17
How to Cite
Zendrato, B. O. R., Zakiya, H. F., & Usman, O. . (2024). Factors That Influence Online Game Consumer Loyalty through Consumer Satisfaction. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 1(1), 320–345. https://doi.org/10.21009/ISC-BEAM.011.23
