Abstract
The research design used in this research is explorative research with a quantitative approach. The research location taken by the researcher is in Malang City. This study is intended to analyze the effect of perceived value which includes emotional value, social value, quality/performance, and price/value for money on in-app purchase intention through loyalty to Mobile Legends game players in Malang City. The population in this study is Mobile Legends game players from teenagers to adults in Malang City. The population in this study is Mobile Legends game players from teenagers to adults in Malang City. The number of samples in this research was 110 samples. Overall, it can be seen that the dominant influence on In-App Purchase Intention is Quality/Performance, Price/Value for Money, Loyalty, and Social Value. This proves that to increase the intention to make purchases in the application, it must increase social value, quality, and price according to the quality obtained in the Mobile Legends game and make players loyal to the game. Social Value, Quality/Performance, Price/Value for Money and Loyalty are variables that significantly influence In-App Purchase Intention. There needs to be development in further research such as variables that are more relevant in accordance with the times and indicators that are more diverse.
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