The Influence of Influencer Marketing and Lifestyle on Purchase Decisions of Virtual Game Product Mobile Legends: Bang Bang
DOI:
https://doi.org/10.55927/ministal.v2i3.4739Keywords:
Influencer Marketing, Lifestyle, Purchase DecisionAbstract
Understanding the impact of Influencer Marketing and Lifestyle on the Purchase Decisions of the online virtual game Mobile Legends: Bang Bang is the primary objective of this research. The population under research consists of Mobile Legends players who are students in Surabaya and have purchased a skin hero in the game Mobile Legends: Bang Bang and used it during gameplay. This research utilized a non-probability sampling method with a purposive sampling technique. The sample size for this research was 110 respondents. Data for this research was collected through questionnaire responses from the respondents as well as from various sources such as books, articles, and journals. The analytical tool employed in this research was Partial Least Squares (PLS). The findings of the research indicated that both Influencer Marketing and Lifestyle had a significant impact on the Purchase Decision for Mobile Legends: Bang Bang.
Downloads
References
Astawa, P. A. S. (2022). Gaya Hidup, Harga, Dan Keputusan Pembelian Spotify Premium Putu. 4(3), 346–355.
Astuti, R., & Hasbi, M. (2020). Pengaruh Gaya Hidup Dan Word of Mouth Terhadap Keputusan Pembelian Sepeda Pada Situasi Covid 19 Di Kota Medan. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 127–135.
Cannon, J. P., Perreault, W. D., & McCarthy, J. E. J. (2011). Pemasaran Dasar: Pendekatan Manajerial Global (16 buku 2). Salemba Empat.
Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Keputusan Pembelian Bittersweet By Najla. Prosiding SENAPENMAS, 346(2), 1209. https://doi.org/10.24912/psenapenmas.v0i0.15157
Games.grid.id. (2019). Mobile Legends Jadi Game yang Paling Digandrungi di Indonesia. https://www.indonesiatech.id/2021/06/15/gelar-tournament-mobile-legends-2021-mahasiswa-fikom-unitomo-kembangkan-e-sport-di-jawa-timur/
Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). 15(1), 133–146.
Kadeari, N. L. E., & Heryanda, K. K. (2021). Pengaruh Gaya Hidup dan Promosi terhadap Keputusan Pembelian Layanan “ Music Spotify Premium ” Studi Kasus pada Generasi Milenial di Bali. Jurnal Pendidikan Ekonomi Volume, 9(2), 276–283.
Kotler, P., & Amstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 1 (12th ed.). Erlangga.
Kotler, P., & Amstrong, G. (2016). Principles of Marketing (Global 17). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Essex Pearson Education Limited.
Kurniawan, R., & Susanti, F. (2002). Pengaruh Lifestyle Terhadap Keputusan Pembelian Pada Sepatu Merek Fladeo Di Basko Grand Mall Padang.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut). Jurnal Pengembangan Manajemen, Bisnis, Keuangan Dan Perbankan, 18(1), 33–38. https://jurnal.stieyasaanggana.ac.id/
Nasib, Tambunan, D., & Syaifullah. (2022). Perilaku Konsumen (Studi dalam pemilihan perguruan tinggi) (Muhammad H, Issue February). Nuta Media.
Newzoo. (2022). Global Games Market Report 2022|Free Version. Newzoo. https://newzoo.com/insights/trend-reports/newzoo-global-games-market-report
Oneesports.id. (2023). Jadwal SEA Games 2023 MLBB: Format, hasil, dan cara menonton. 12 Mei. https://www.oneesports.id/mobile-legends/jadwal-sea-games-2023-mlbb
PlayStore. (2023). Play Store Mobile Legends: Bang Bang. https://play.google.com/store/apps/details?id=com.mobile.legends
Prasetya, A. Y., Astono, A. D., & Ristianawati, Y. (2021). Analisa Startegi Pengaruh Influencer Marketing Di Social Media, Online Advertising Dan Content Marketing Terhadap Keputusan Pembelian (Studi Kasus Pada Toko On Line Zalora). 12(Agustus), 138–151.
Pratiwi, M. I., & Patrikha, F. D. (2021). Pengaruh Gaya Hidup, Harga Dan Influencer Terhadap Keputusan Pembelian Di Rumah Makan Se’I Sapiku Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1417–1427. https://ejournal.unesa.ac.id/index.php/jptn/article/view/41930
Sari, C. R., & Hidayat, A. M. (2021). Pengaruh Influencer Marketing Dan Kualitas Produk Terhadap Universitas Telkom. E-Proceeding of Management, 8(2), 1361–1368.
Suhardi. (2019). Pengaruh Gaya Hidup, Demografi Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Alfamart Sukaseuri Cikampek. Jurnal Perspektif, 17(1), 96–103.
https://doi.org/10.31294/jp.v17i1.5462
Triadi, S., Rahayu, Y., & Kusnanto, D. (2021). Pengaruh Gaya Hidup dan Harga terhadap Keputusan Pembelian Handphone. Jurnal Manajemen, 13(2), 257–263.
Uyuun, S. N., & Dwijayanti, R. (2022). Pengaruh Influencer Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa Feb Unesa. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 1(2).
Wahyudi, R. (2022). Pengaruh Iklan Dan Influencer Terhadap Keputusan Pembelian Item Virtual Padagames Online Mobile Legends. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 563–578. https://doi.org/10.54443/sibatik.v1i5.64
Zukhrufani, A., & Zakiy, M. (2019). The Effect Of Beauty Influencer, Lifestyle, Brand Image And Halal Labelization Towards Halal Cosmetical Purchasing Decisions. Jurnal Ekonomi Dan Bisnis Islam, 5(2), 168–180.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Elsa Nabella, Supriyono, Wilma Cordelia Izaak
This work is licensed under a Creative Commons Attribution 4.0 International License.
