PENGARUH KUALITAS PRODUK, HARGA VIRTUAL ITEM, DAN CITRA MEREK TERHADAP KEPUASAN PLAYERS (Studi Kasus Game Online Mobile Legends: Bang Bang di Kota Madiun)

Abstract

This research aimed to analyze and find out the effect of product quality, virtual item price, and brand image on the players' satisfaction with the player of Bang Bang of Mobile Legends game online in Madiun. Furthermore, the population was students of SMK who had played Mobile Legends game online with the player of Bang Bang in Madiun with infinity amounts. The research was quantitative. The data collection technique used non-probability sampling. In line with that, there were 100 respondents of students SMKN 1 Madiun who had played Mobile Legends game online with the player of Bang Bang. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through Google Forms by the vice principal of SMKN 1 Madiun. Additionally, the data analysis technique used multiple linear regressions. The result showed that the product quality had a positive and significant effect on the players' satisfaction with the player of Bang Bang of Mobile Legends game online in Madiun. Likewise, the price of virtual items had a positive and significant effect on the players' satisfaction with the player of Bang Bang of Mobile Legends game online in Madiun. Similarly, the brand image had a positive and significant effect on the players' satisfaction with the player of Bang Bang of Mobile Legends game online in Madiun. In suggestion, for the next researcher, used other variables which not included in this research.