Pengaruh E-Service Quality, E-Satisfaction dan Brand Experience terhadap E-Loyalty pada Game Online Mobile Legends Bang Bang (Studi Kasus pada Pemain Mobile Legends di Kecamatan Medan Selayang)

Abstract

video games are games that can be played thanks to audiovisual devices and that can be based on a story. As time goes by, video games can be played together with other people at the same time in different locations. One of the current video games is Mobile Legends Bang Bang. It is important for developers to pay attention to the E-Loyalty that can be given to users by knowing the influence of E-Service Quality, E-Satisfaction and Brand Experience. This research aims to determine and analyze the influence of E-Service Quality, E-Satisfaction and Brand Experience on E-Loyalty in the Mobile Legends Bang Bang Online Game. Case Study of Players on Jalan Setia Budi Medan. This research is associative research and the type of data used is quantitative data. In this research, the population is the Mobile Legend Game Player Community on Jl Setia Budi, Kec. Medan Selayang, Medan City, North Sumatra, Indonesia. The number of respondents in this study was 96 respondents. The data analysis used is multiple linear regression analysis. The results of this research show that simultaneously E-Service Quality, E-Satisfaction and Brand Experience have a positive and significant effect on E-Loyalty. Partially, E-Service Quality, E-Satisfaction and Brand Experience have a positive and significant effect on E-Loyalty in the Mobile Legend Bang Bang Online Game for Players on Jalan Setia Budi Medan.