Pengaruh Diskon dan Influencer Terhadap Keputusan Pembelian Produk Virtual Pada Player Mobile Legends di Surabaya. (The Influence of Discounts and Influencers on Virtual Product Purchase Decisions for Mobile Legends Players in Surabaya).

Verdynata, Ega (2023) Pengaruh Diskon dan Influencer Terhadap Keputusan Pembelian Produk Virtual Pada Player Mobile Legends di Surabaya. (The Influence of Discounts and Influencers on Virtual Product Purchase Decisions for Mobile Legends Players in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Along with technological developments it has an impact on the entertainment industry, including game technology. Games that were originally only played alone can now be connected with other players using internet technology to play games online. One of the online games that are currently popular is Mobile Legends which is a multiplayer game focused on teamwork published by Moonton in which two teams compete against each other. Each team consists of five players whose goal is to destroy the tower to win the game. In this game there are virtual products that can be purchased to enhance the playing experience. By looking at the Mobile Legends game which is a new game but can generate large revenues and continues to increase every year even though they offer many types of virtual products and continue to provide the latest virtual products. This research will further analyze the effect of discounts and their influence on purchasing decisions of virtual products for Mobile Legends players in Surabaya. This study uses a quantitative method by distributing questionnaires via Google Form to Mobile Legends players in Surabaya. This study used a purposive sampling method and determined 100 respondents. The collected data were analyzed using multiple linear regression methods to examine the relationship between discount, influencer, and virtual product purchasing decisions. The results of the study show that discounts have a significant effect on virtual product purchasing decisions. The bigger the discount offered, the higher the probability that players will buy the virtual product. Then influencers have a significant influence on purchasing decisions for virtual products. Mobile Legends players tend to be interested in buying virtual products recommended by influencers. Keywords: discount, influencer, purchase decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	discount, influencer, purchase decision.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121900085 Ega Verdynata
Date Deposited:	19 Sep 2023 05:49
Last Modified:	19 Sep 2023 05:49
URI:	http://repository.untag-sby.ac.id/id/eprint/25317

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