PENGARUH INFLUENCER MARKETING, EVENT MARKETING, DAN CONSUMPTIVE BEHAVIOUR TERHADAP PRODUCT PURCHASE DECISIONS VISUAL SKIN GAME MOBILE

Abstract

This research aimed to find out the effect of influencer marketing, event marketing, and consumptive behavior on the purchasing decisions of virtual skin game Mobile Legends. The research was quantitative. Moreover, the data collection technique used purposive sampling. The sampling technique used non-probability sampling. Furthermore, the sample was 100 Surabaya citizens who had purchased the virtual skin game Mobile Legends. The data analysis technique used multiple linear regression. Additionally, the data were primary with Google Forms as the instrument in the data collection technique. The data analysis technique used multiple linear regression. The result concluded that influencer marketing had a positive and significant effect on purchasing decisions since the product was suitable as the consumers wanted. Similarly, event marketing had a positive and significant effect on purchasing decisions as the events held to promote virtual skins in Surabaya was enough to attract the attention of players to visi. Likewise, consumptive behavior had a positive and significant effect on purchasing decisions. It happened because the product could give satisfaction to players who liked collecting virtual skin game Mobile Legends.