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The Effect of E-Service Quality, E-Satisfaction, and Brand Experience on E-Loyalty in the Online Game Mobile Legends Bang Bang (Case Study on Mobile Legends Players in Medan Selayang District)

Introduction

In the current digital era, video games have evolved into one of the most popular forms of entertainment. With the support of audiovisual devices, the game can be enjoyed by many people simultaneously even though it is in a different location. One of the games that is trending among users is Mobile Legends Bang Bang. In this context, it is essential for developers to understand and improve e-Loyalty Users, which are influenced by several factors, such as e-service quality, e-systemfaction, and brand experience. This study aims to analyze the influence of these three factors on e-Loyalty on Mobile Legends players in Medan Selayang District.

The Importance of E-Loyalty in Mobile Legends

E-Loyalty is a crucial aspect of any online game, as it directly affects the game's popularity and revenue. When players feel satisfied with the game, they are more likely to continue playing, recommend the game to others, and even invest in in-game purchases. In the case of Mobile Legends, e-Loyalty is particularly important, as the game has a large and active player base. By understanding the factors that influence e-Loyalty, game developers can create a more engaging and rewarding experience for players, ultimately leading to increased loyalty and revenue.

Research Methodology

This research is a type of associative research using a quantitative approach. The targeted population is the community of Mobile Legends players on Jalan Setia Budi, Medan Selayang District, Medan City, North Sumatra, Indonesia. In this study, 96 respondents were involved to provide relevant data. Data analysis was carried out using multiple linear regression analysis to determine the relationship between the variables under study.

Research Result

The results of the study showed that e-service quality, e-systemfaction, and brand experience simultaneously had a positive and significant influence on e-loyalty. This indicates that when users feel satisfied with the quality of the services provided, and have a positive brand experience, they tend to be more loyal to the game.

E-Service Quality

The quality of electronic service (e-service quality) includes various aspects that affect user experience when interacting with the game platform. In the context of Mobile Legends, service quality includes access speed, ease of navigation, and responsive technical support. Improving service quality can create positive experiences for players, which in turn increases their loyalty.

Access Speed: The speed at which players can access the game is a critical factor in e-service quality. When players can quickly and easily access the game, they are more likely to feel satisfied and loyal.
Ease of Navigation: The ease of navigation within the game is also essential for e-service quality. When players can easily navigate the game, they are more likely to feel engaged and loyal.
Responsive Technical Support: Responsive technical support is critical for e-service quality. When players experience technical issues, they expect prompt and effective support to resolve the issue.

E-Satisfaction

E-Satisfaction refers to user satisfaction with game play experiences. In this study, the satisfaction of Mobile Legends players is influenced by factors such as pleasure in playing, graphic quality, and interaction with other players. When players feel satisfied, they are more likely to keep playing and recommend games to others.

Pleasure in Playing: The pleasure of playing is a critical factor in e-satisfaction. When players enjoy playing the game, they are more likely to feel satisfied and loyal.
Graphic Quality: The graphic quality of the game is also essential for e-satisfaction. When players experience high-quality graphics, they are more likely to feel engaged and loyal.
Interaction with Other Players: The interaction with other players is critical for e-satisfaction. When players can interact with other players, they are more likely to feel a sense of community and loyalty.

Brand Experience

Brand experience (brand experience) is related to how users feel their interactions with the Mobile Legends brand. These include elements such as brand identity, marketing communication, and play experiences. A positive brand experience can create a strong emotional relationship between players and games, increase their level of loyalty.

Brand Identity: The brand identity of Mobile Legends is critical for brand experience. When players feel that the brand is authentic and trustworthy, they are more likely to feel loyal.
Marketing Communication: The marketing communication of Mobile Legends is also essential for brand experience. When players feel that the marketing communication is engaging and relevant, they are more likely to feel loyal.
Play Experiences: The play experiences of Mobile Legends are critical for brand experience. When players feel that the game is engaging and rewarding, they are more likely to feel loyal.

Conclusion

Based on the analysis above, it is clear that e-service quality, e-systemfaction, and brand experience have a significant impact on e-loyalty mobile legends players in Medan Selayang District. Therefore, game developers are advised to continue to improve service quality, prioritize user satisfaction, and create impressive brand experiences in order to increase player loyalty. Through this effort, it will not only be created loyal players, but also a strong community and develop around the game.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve E-Service Quality: Game developers should continue to improve e-service quality by addressing issues related to access speed, ease of navigation, and responsive technical support.
Prioritize User Satisfaction: Game developers should prioritize user satisfaction by creating engaging and rewarding play experiences, high-quality graphics, and interactive gameplay.
Create Impressive Brand Experiences: Game developers should create impressive brand experiences by developing a strong brand identity, engaging marketing communication, and play experiences that create a sense of community and loyalty.

By following these recommendations, game developers can increase player loyalty, create a strong community, and develop a successful game that meets the needs of players.
Frequently Asked Questions (FAQs) about the Effect of E-Service Quality, E-Satisfaction, and Brand Experience on E-Loyalty in Mobile Legends

Q: What is e-loyalty, and why is it important in the context of Mobile Legends?

A: E-loyalty refers to the loyalty of players towards the game, which is influenced by various factors such as e-service quality, e-satisfaction, and brand experience. E-loyalty is crucial in the context of Mobile Legends as it directly affects the game's popularity and revenue.

Q: What are the key factors that influence e-loyalty in Mobile Legends?

A: The key factors that influence e-loyalty in Mobile Legends are e-service quality, e-satisfaction, and brand experience. These factors are critical in creating a positive experience for players, which in turn increases their loyalty.

Q: What is e-service quality, and how does it affect e-loyalty in Mobile Legends?

A: E-service quality refers to the quality of the services provided by the game, including access speed, ease of navigation, and responsive technical support. Improving e-service quality can create positive experiences for players, which in turn increases their loyalty.

Q: What is e-satisfaction, and how does it affect e-loyalty in Mobile Legends?

A: E-satisfaction refers to user satisfaction with game play experiences, including pleasure in playing, graphic quality, and interaction with other players. When players feel satisfied, they are more likely to keep playing and recommend games to others.

Q: What is brand experience, and how does it affect e-loyalty in Mobile Legends?

A: Brand experience refers to how users feel their interactions with the Mobile Legends brand, including brand identity, marketing communication, and play experiences. A positive brand experience can create a strong emotional relationship between players and games, increasing their level of loyalty.

Q: How can game developers improve e-service quality, e-satisfaction, and brand experience in Mobile Legends?

A: Game developers can improve e-service quality, e-satisfaction, and brand experience in Mobile Legends by:

Improving access speed, ease of navigation, and responsive technical support
Creating engaging and rewarding play experiences
Developing a strong brand identity and marketing communication
Providing high-quality graphics and interactive gameplay

Q: What are the benefits of improving e-service quality, e-satisfaction, and brand experience in Mobile Legends?

A: The benefits of improving e-service quality, e-satisfaction, and brand experience in Mobile Legends include:

Increased player loyalty and retention
Improved game popularity and revenue
Enhanced player engagement and satisfaction
Stronger brand identity and reputation

Q: How can players contribute to improving e-service quality, e-satisfaction, and brand experience in Mobile Legends?

A: Players can contribute to improving e-service quality, e-satisfaction, and brand experience in Mobile Legends by:

Providing feedback and suggestions to game developers
Participating in community discussions and forums
Sharing their experiences and opinions with others
Engaging with the game and its community

Q: What are the implications of this study for game developers and players?

A: The implications of this study for game developers and players are:

Game developers should prioritize improving e-service quality, e-satisfaction, and brand experience to increase player loyalty and retention.
Players should engage with the game and its community to provide feedback and suggestions for improvement.

By understanding the factors that influence e-loyalty in Mobile Legends, game developers and players can work together to create a more engaging and rewarding experience for all.