The Determinant Factors of In-app Purchase Intention of International Genshin Impact Player Mediated by Perceived Value and Game Loyalty

This study analyzes what motivates Genshin Impact players to make in-game purchases and how the influence of perceived value makes Genshin Impact players loyal. This study uses a cross-sectional design and an explanatory, quantitative approach. The sampling technique used in this study will be non-probability sampling. Researchers used SmartPLS software to run the data, and 354 respondents were used for this research. The results show that perceived playfulness and rewards positively affect game loyalty and intent to buy in-game, while a good price affects intent to buy in-game. Game aesthetics also positively influence perceived playfulness and connectedness.