PENGARUH LINGKUNGAN SOSIAL, PROMOSI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ITEM GAME MOBILE LEGENDS PADA KOMUNITAS MOBILE LEGENDS SURABAYA

Abstract

This research aimed to analyze and find out the effect of social environment, promotion, and price on customers’
items buying decisions of Mobile Legend game within Mobile Legends Surabaya community. While the population
was Mobile Legends Surabaya community. The research was quantitative. Moreover, the data were primary.
Furthermore, the data collection technique used purposive sampling, in which the sample was based on criteria
given. Additionally, the instrument in data collection technique used questionnaires which were distributed to 98
customers as its respondents. In addition, the data analysis technique used SPSS (Statistical Product and Service
Solution) 25. The research result concluded that the social environment had a positive and significant effect on
customers’ items buying decisions of Mobile Legends game. Likewise, promotion had a positive and significant
effect on customers’ items buying decisions of Mobile Legends game. Similarly, price had a positive and significant
effect on customers’ items buying decisions of Mobile Legends game.