ANALISIS INTERAKSI SOSIAL TERHADAP PENGALAMAN PENGGUNA UNTUK LOYALITAS DALAM BERMAIN GAME

Abstract

Currently technology has an important role in human life as well as the development of the internet so that people can interact with each other both for business needs and in entertainment, for example playing online games. Online gaming is one of the choices for a person to fulfill his entertainment needs, so it's no wonder many are willing to spend a long time playing online games. This study aims to analyze the effect of social interaction on user experience and to analyze user experience on play loyalty. This study uses a quantitative approach with data analysis using multiple linear regression. Data collection was carried out using a questionnaire with a sample of 100 respondents in Bandar Lampung. The results of this study will show that social interaction variables have a positive and significant effect on user experience and hypothesis testing also shows that user experience variables have a positive and significant effect on play loyalty.