Saputra, Davids Nico (2024) Pengaruh Diskon, Influencer Marketing, dan Nilai Emosional terhadap Keputusan Pembelian Skin Game Mobile Legends. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Purchasing decisions are one indicator of a company's success. A higher purchasing decision point can influence the company's success. The aim of this researchis to determine the influence of discounts, influencer marketing and individual emotional value on the decision to purchase mobile legends game skins at Merdeka University,Malang. Online games are games that can be played by many players simultaneously online (via the internet) and can be played via cellphone or computer which can be playedas a team or individually. Discounts are incentives offered by sellers to buyers in return forcertain actions taken by them. buyers, such as making immediate bill payments, making large purchases, or making purchases outside of periods of high demand or current issues, Influencers are people who work on multiple social media platforms at once, including Instagram, YouTube, Twitter, and various professional and business blogs, Emotional value is basically related to feelings, especially the feelings of pleasure that consumers willfeel after making a purchase. The data collection method used was through a questionnaire distributed via Google form and filled in by the respondents. The sample in this research were students at Merdeka University Malang with a total sample of 110 respondents. The analysis method used is regression analysis with the help of the SPSS program. The resultsof this research show that the three independent variables, namely discounts, influencer marketing and emotional value, have a positive and significant influence on purchasing decisions, and the emotional value variable is the most dominant variable. This happens because game developers provide trials so that players can experience the use of mobile game skins. legends.

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