PENGARUH PUSH, PULL, AND MOORING EFFECT TERHADAP SWITCHING INTENTION KONSUMEN MOBILE LEGENDS: BANG BANG PADA LEAGUE OF LEGENDS: WILD RIFT

THE EFFECT OF PUSH, PULL, AND MOORING ON THE SWITCHING INTENTION OF MOBILE LEGENDS: BANG BANG CONSUMERS IN TO LEAGUE OF LEGENDS: WILD RIFT

Mobile legends adalah game mobile berjenis multiplayer online battle arena diterbitkan oleh Moonton, sementara League of legend adalah terbitan Riot Games. Penggunaan yang terus bertambah dan preferensi pengguna yang berbeda membuat suasana persaingan yang cukup ketat diantara developer penyedia game berjenis MOBA. Dengan banyak pilihan merek, menyebabkan konsumen ( pemain ) bisa dengan mudahnya berniat pindah atau bahkan berpindah merek dari suatu merek ke merek-merek yang lain. Jenis dari penelitian berikut ini merupakan penelitian kuantitif. Penelitian berikut ini menggunakan data primer yakni menggunakan 146 responden dengan penggunaan permainan mobile legends setidaknya 1 musim. Metode analisa yang dipakai dalam penelitian berikut adalah analisis Structural Equation Model Partial Least Square (SEM-PLS) guna menguji hipotesa yang peneliti ajukan dalam penelitian berikut ini. Hipotesis-hipotesis akan dianalisa memakai software SmartPLS 3.0.Dari penelitian didapatkan hasil bahwa push, pull, mooring memiliki pengaruh terhadap switching intention permaianan mobile legends ke league of legend.dari seluruh hasil penelitian ini dapat diambil rekomendasi bahwa untuk developer game online harus mampu memperhatikan masing-masing indikator yang ada dalam variable-variabel untuk mengambil kepiutusan perusahaan agar pelanggan tidak memiliki keinginan berpindah ke developer lain.

Mobile Legends is a multiplayer online battle arena mobile game published by Moonton, while League of Legends is publicated by Riot Games. The growing usage and different user preferences create an atmosphere of intense competition between developers of MOBA-type game providers. With many brand choices, causing consumers (players ) can easily intend to move or even switch brands from one brand to another. The following types of research are quantitative research. The following research uses primary data that is using 146 respondents with the use of mobile legends games for at least 1 season. The method of analysis used in the following study is the analysis of the Structural Equation model Partial Least Square (SEM-PLS) to test the hypothesis that the researchers propose in the following study. Hypotheses will be analyzed using SmartPLS 3.0 software. From the research, it was found that push, pull, and mooring had an influence on the switching intention of the Mobile Legends game to League of Legends. from all the results of this study can be taken recommendations that for online game developers must be able to pay attention to each indicator in the variables to take the company's decision so that customers do not have the desire to move to other developers.