PENGARUH HARGA, EVENT MARKETING, DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIAMOND PADA GAME MOBILE LEGENDS BANG BANG (Studi Kasus Pada Masyarakat di Kabupaten Madiun)

Widyanto, Chinthia Alvany (2025) PENGARUH HARGA, EVENT MARKETING, DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIAMOND PADA GAME MOBILE LEGENDS BANG BANG (Studi Kasus Pada Masyarakat di Kabupaten Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to determine the influence of price, event marketing, and influencer marketing towards diamond purchase decisions in the Mobile Legends Bang Bang game among the community in Madiun Regency. The background of this research is based on the high public interest in Mobile Legends Bang Bang. Despite the relatively high price of the virtual items offered, it remains a primary choice among online gamers. This study used a quantitative approach with a survey method through the distribution of questionnaires to 384 respondents from the community in Madiun Regency. Data analysis was conducted using SPSS version 25. The results show that the three independent variables—price, event marketing, and influencer marketing—significantly influenced diamond purchase decisions in Mobile Legends Bang Bang. These findings are expected to serve as a reference for businesses in designing effective marketing strategies to expand market segments and increase sales of virtual items in online games. Keywords: Price, Event Marketing, Influencer Marketing, Purchase Decision, Diamond, Mobile Legends Bang Bang.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Price, Event Marketing, Influencer Marketing, Purchasing Decisions, Diamonds, Mobile Legends Bang Bang.
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: WIDYANTO ALVANY CHINTHIA
Date Deposited: 14 Oct 2025 07:17
Last Modified: 14 Oct 2025 07:17
URI: http://eprint.unipma.ac.id/id/eprint/5290

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