Factors Influencing In-App Purchase Intention in Mobile Legends among Generation Z

Abstract

The rise of mobile games like MLBB has boosted in-app purchase activities among Generation Z in Indonesia. This study first aims to investigate the impact of playfulness on addiction. This study further examines the effects of playfulness, addiction, and price perception on loyalty and analyzed how these factors, along with loyalty, influenced in-app purchase intention. The research was conducted from February to July 2025. A quantitative method was applied using an online survey with 150 Generation Z respondents selected through convenience sampling, and analyzed through SEM-PLS. Playfulness had a strong impact on addiction, supporting the idea that enjoyable gameplay increased user attachment and repeated engagement. All three variables significantly affected both loyalty and purchase intention. Addiction had the strongest impact on loyalty, suggesting that repeated engagement reinforced user commitment. Playfulness encouraged to higher loyalty and purchase behavior, while price perception influenced spending decisions through affordable bundles. These findings highlighted the need for developers to balance entertainment and ethical engagement to drive sustained in-app purchasing.