The Determinant Factors of Purchasing Behavior Of In-App Purchases In PUBG Mobile

Abstract

Around 43% of mobile games revenue in 2017 came from in-app purchases. In-app purchases can be in the form of permanently upgrading features, purchasing virtual items or virtual currencies, and register monthly subscriptions. This research will find out what are the most compelling reasons for PUBG Mobile players to buy in-app purchases specifically Royale Pass premium membership. According to interview with several PUBG Mobile players, there are three most robust perceived value variables in influencing PUBG Mobile players in making the decision to subscribe to Royale Pass, namely price value, emotional value, and social value. Then, some questions from the three perceived values are compiled. Sharing Google Form links to a few relevant online social media groups collected respondents. There were 119 legitimate respondents collected during the specified period. As many as 51 out of 119 respondents said they ever subscribed to Royale Pass, while 68 other respondents never subscribed to Royale Pass. Among players who have subscribed to social value, Royale Pass, emotional value, and price value are not the reason they re-subscribe to Royale Pass. Among players who have never subscribed to the Royale Pass, it was found that price value and emotional value were not the reason they subscribed to the Royale Pass, but only social value.