The Influence of Character Image to Word-of-Mouth Through Gamer Satisfaction of Impulse Spending in the Genshin Impact Mobile Game

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Kevin Reynaldo
Imam Salehudin


This research aims to understand the influence of character image (symbolic representation and self-image congruence) on impulse buying and satisfaction in word-of-mouth recommendations for the game Genshin Impact in Indonesia. Hence, the study explored the potential of character image by spreading online survey to gen Z Genshin Impact gamers in Indonesia. The hypotheses in this study were tested using Structural Equation Modelling (SEM) with Lisrel 8.8. The significant results of this study to show character image have positive influence between impulse buying, satisfaction, and word-of-mouth. Character image is one of the important factors in increasing revenue for game companies, as seen in Genshin Impact, where the selling point of sales come from in-game character that make the company’s revenue increase.


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Author Biographies

Kevin Reynaldo, Universitas Indonesia

Kevin Reynaldo is a S.E. (Management) student in the Department of Management Faculty of Economics and Business, University of Indonesia (2023).

Imam Salehudin, Universitas Indonesia

Imam Salehudin is a faculty member at the Department of Management Faculty of Economics and Business, University of Indonesia. Currently, I am also the editor in chief of Jurnal Manajemen dan Usahawan Indonesia (The Indonesian Journal of Management and Entrepreneurs). Previously, I served as the managing editor of the South East Asian Journal of Management from 2011 to 2014. I finished my PhD at the School of Business, the University of Queensland in Feb 2021. My primary research interest lies in the field of "Digital Marketing in the Mobile Game Market".


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