Abstract:
Purpose – The Purpose of this research paper is to focus on study the relation
between the customers’ perceived values theory to purchase intention of in-game
items and its correlation with continuous use intention.
Design/ Methodology/ Approach – This research used the quantitative method
with questionnaire as an instrument that being spread online through Google
Form. It was tested using IBM SPSS 25 & Amos 23 with the total of 261
respondents. The populations of this research are Indonesian citizen that play
PUBG Mobile and Mobile Legend games and purchase in-game items on those
games. Furthermore, this study used purposive-sampling method as the method
with sample size of 271.
Findings – The result shows that the price influence, aesthetics, social
relationship support are positively influence the purchase intention. And then,
purchase intention is positively influence continuous use intention. Lastly,
functional quality, playfulness, social self-image expression are negatively
influence the purchase intention.
Research Limitation - This research is focusing on Indonesian that had purchase
in-game items on PUBG Mobile and Mobile Legend.
