TY - JOUR TI - Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale AU - Jeremy Limanto; Hatane Semuel; Michael Adiwijaya IS - Vol. 1 No. 1 (2018): JUNE 2018 PB - Master of Management, School of Business and Management, Petra Christian University JO - Petra International Journal of Business Studies PY - 2018 SP - 45 EP - 56 UR - https://ijbs.petra.ac.id/index.php/ijbs/article/view/5/5 AB - Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.