Abstract:
Purpose – This study aims to investigate the influence of switching barrier factor
which is switching cost and customer satisfaction factor which is hedonic
motivation that has some derives which are adventure, gratification, idea,
enjoyment, social, and focused attention to the customer loyalty in playing Hago
mobile game.
Design/Methodology/Approach – This research applied a quantitative research
and use online survey platform as the media to distribute the questionnaire consisted
of 54 questionnaire items. The totals of 185 responses were collected with 168 valid
responses which processed and analyzed using SPSS 25 and AMOS 22.
Findings – The results show that switching barrier and customer satisfaction are
found to be significantly influence the customer loyalty in playing Hago mobile
game. However one of the hedonic motivation derives which is idea is found to be
not significantly influence the hedonic motivation that influence the customer
satisfaction. Meanwhile the other hedonic motivation derives such as adventure,
enjoyment, and social are found to be significantly influence hedonic motivation
that influence the customer loyalty and affect or significantly influence customer
loyalty in playing Hago mobile game.
Originality/Value – This research provide better understanding to the customer
satisfaction and switching barrier towards customer loyalty in playing Hago mobile
game in Indonesia that has never been conducted. The result provides the
implication for businesses and recommendation for future researches.
