THE EFFECT OF PRICE, EVENT MARKETING , AND INFLUENCER MARKETING ON DIAMOND PURCHASE DECISIONS IN THE MOBILE LEGENDS BANG BANG GAME TO THE COMMUNITY OF MADIUN REGENCY

Chinthia Alvany Widyanto, Apriyanti Apriyanti

Abstract


Abstract

Study This aim For analyze influence price , event marketing, and influencer marketing towards decision diamond purchases in the Mobile Legends Bang Bang game in the community Regency Madiun . The research method used is approach quantitative with technique survey through distribution questionnaire to 384 respondents . Data analysis was carried out use multiple linear regression and t-test and F-test using SPSS version 25. Research results show that : (1) price own influence positive and significant to decision Mobile Legends Bang Bang diamond purchases , (2) influential marketing events positive and significant to decision purchases , and (3) influencer marketing also provides influence positive and significant to decision purchase . Findings This give contribution important for perpetrator business in formulate the right marketing strategy , expand market share , as well as optimize sale virtual products in online games.

Keywords : Price, Event Marketing , Influencer Marketing , Purchasing Decisions

 

 

Abstract

This study aims to analyze the influence of price, event marketing, and influencer marketing on diamond purchasing decisions in the Mobile Legends Bang Bang game in the Madiun Regency community. The research method used is a quantitative approach with a survey technique through distributing questionnaires to 384 respondents. Data analysis was carried out using multiple linear regression as well as t-test and F-test using SPSS version 25. The results of the study indicate that: (1) price has a positive and significant influence on Mobile Legends Bang Bang diamond purchasing decisions, (2) event marketing has a positive and significant influence on purchasing decisions, and (3) influencer marketing also has a positive and significant influence on purchasing decisions. These findings provide an important contribution for business actors in formulating appropriate marketing strategies, expanding market share, and optimizing sales of virtual products in online games.

Keywords : Price, Event Marketing, Influencer Marketing, Purchasing Decisions

 


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References


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