Factors Affecting Repurchase Intention of Digital Products on Online Games in Indonesia

Today more and more gamers purchase digital products on the online game. Therefore, the study was conducted to determine the factors that influence repurchase intention on digital online game items on the official website. Factors studied were system, service, and information quality on repurchase intention through utilitarian & hedonic shopping value and customer satisfaction. The data processed through validation, reliability and SEM analysis. From the results the most influence is information quality, where this affects hedonic & utilitarian shopping value, then leads to customer satisfaction and finally to repurchase intention. Based on the results the managerial implication is focused on increasing information with currency dimensions and system quality with accessibility dimensions to increase repurchase intention to purchase digital products.