PENGARUH IKLAN, LINGKUNGAN SOSIAL DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ITEM GAME MOBILE LEGENDS PADA MAHASISWA STIESIA SURABAYA

Abstract

This research aimed to find out the effect of advertisement, social environment, and price on customers buying
decision of Mobile Legends game item. Besides, it aimed to find out which variabel affected customers’ buying
decision of Mobile Legends game item. The population was students of STIESIA Surabaya. While, the data were
primary. Moreover, the data collection technique uses non-probability sampling. In line with, there were 100
respondents who had ever bought Mobile Legends game item, as sample. Furthermore, from classical assumption
test, it showed this test had fullfiled the criteria given. Additionally, from proper model test, it showed this model
had been properly used; with price as the highest effect on customers’ buying decission of Mobile Legends game
item. In brief, the management of Mobile Legends was expected to consider advertisement, social environment,
and price since they could give effect on customers buying decision. Then, for the next researchers, in order to
wider its research they were expected to add other variables and update the research period.
Keywords: buying decision, advertisement, social environment, price.