Linking online experience and marketing factors to user loyalty in mobile legends
Keywords:
E-Security, Online customer review, Perceived enjoyment, Social media marketing, Mobile LegendsAbstract
This study examines the influence of E-Security, Perceived Enjoyment, Online Customer Review, and Social Media Marketing on user loyalty, mediated by satisfaction and trust, among Mobile Legends: Bang Bang users in Samarinda. A quantitative approach was employed using a sample of 135 respondents, analyzed with IBM SPSS 23 and Structural Equation Modeling (SEM) through AMOS 23. Measurement was based on a five-point Likert scale, with validity and reliability tests conducted prior to model estimation and structural fit assessment. The findings indicate that E-Security, Perceived Enjoyment, Online Customer Review, and Social Media Marketing significantly affect Satisfaction. Additionally, E-Security, Perceived Enjoyment, and social media Marketing significantly influence Trust. Online Customer Review has a significant positive effect on Loyalty but shows a negative insignificant relationship with Trust. Meanwhile, E-Security, Perceived Enjoyment, and Social Media Marketing do not significantly affect Loyalty. These results highlight the mediating role of Satisfaction and Trust in shaping user loyalty.
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