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Penelitian ini bertujuan untuk mengetahui faktor yang memengaruhi purchase intention dan menggunakan variable mediasi yaitu loyalty pada game Mobile Legends dengan variable yang meliputi Price dan Scarcity. Pada penelitian ini menggunakan pendekatan kuantitatif, Data diperoleh melalui online kuesioner yang disebarkan kepada 180 responden generasi z dipulau sumatera yang memenuhi kriteria. Data diolah menggunakan software SmartPLS untuk menganalisis hubungan antar variable dalam model penelitian. Hasil penelitian menemukan bahwa price dan scarcity memiliki pengaruh positif dan signifikan terhadap loyalty. Loyalty memiliki pengaruh positif dan signifikan terhadap purchase intention. Price dan scarcity merupakan variabel yang memengaruhi secara positif dan signifikan terhadap purchase intention. Sementara itu, loyalty tidak dapat memediasi price dan scarcity terhadap purchase intention. Penelitian diharapkan dapat memberikan pengetahuan penting bagi pengembang game dalam mengetahui dan membuat strategi yang bisa meningkatkan loyalitas pemain dan niat pembelian dalam aplikasi game, khususnya di segmen generasi z yang semakin berpengaruh dalam pasar game online.

This research aims to analyze the effect of viral marketing on purchase intention, brand awareness influences purchase intention, customer trust mediates the influence of viral marketing on purchase intention and customer trust mediates the influence of brand awareness on purchase intention. The sampling technique uses purposive sampling. Data was obtained by distributing online questionnaires related to viral marketing, brand awareness, purchase intention, and customer trust to 110 respondents. The sampling technique is purposive sampling and the analysis method is Partial Least Square using the Smart PLS application. The research results show that viral marketing does not affect purchase intention, brand awareness affects purchase intention, customer trust does not mediate the effect of viral marketing on purchase intention and customer trust mediates the effect of brand awareness on purchase intention.

This study aims to see whether the e-satisfaction variable can have a mediating effect on e-service quality and perceived ease of use on online repurchase intention on marketplace sites. The consumers on the marketplace website were provided with online questionnaires as part of the research method. A total of 268 respondents were gathered. The data were then analyzed utilizing LISREL 8.70 software. The results revealed that e-satisfaction could partially mediate between e-service quality and online repurchase intention and could fully mediate between perceived ease of use on online repurchase intention. The implication is that marketplace sites need to improve e-satisfaction through e-service quality, which is continuously improved and provides easy-to-understand features for consumers; thus, it can encourage the desire to repurchase products/services on the marketplace site. Keywords:E-Service Quality, Perceived Ease of Use, E-Satisfaction, Online Repurchase Intention, Marketplace

Nowadays, product placement is a tool for promoting a brand or product in television programs without being called formally (passive). It avoids word saturation due to being often spoken. Brand placement is payment inclusion on a product or brand identity consisting of audio and visual in mass media programs. This study aims to examine the effect of product placement on brand awareness and its implication on repurchase intention. The study is designed using a quantitative approach with primary data collected via electronic media (online survey) on 220 respondents taken with the purposive sampling technique. The data were analyzed using partial least squares and assisted by SmartPLS-3. The result shows that product placement has a significant effect on brand awareness and product placement has a significant impact on the repurchase intention. Brand awareness has a significant effect on the repurchase intention. In addition, brand awareness mediates the relationship between product placement and repurchase intention.