THE INFLUENCE OF PRODUCT DESIGN ON PURCHASING DECISIONS OF VIRTUAL ITEMS ON MOBILE LEGENDS BANG-BANG GAME WITH PRICE AS A MODERATION VARIABLE

Authors

  • Junko Alessandro Effendy Universitas Ciputra Surabaya, Indonesia
  • Thalia Nikky Siswono Universitas Ciputra Surabaya
  • Fernando Arron Susilo Universitas Ciputra Surabaya, Indonesia
  • Vivia Pauline Harliana Universitas Ciputra Surabaya, Indonesia
  • Catherine Lorena Valentina Franoto5 Universitas Ciputra Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v7i4.11555

Abstract

This research aims to find the influence of product design on purchasing decisions with price as a moderating variable. The grand theory in this research is relationship marketing, which is an approach to marketing that emphasizes fostering, developing and maintaining long-term relationships with customers rather than just focusing on short-term buying and selling transactions. Researchers used 3 variables in this research, namely product visuals, price and purchasing decisions. The population in this study was all 110 participants who were members of the esports community in Surabaya. After the researchers distributed the questionnaire, it was found that the response rate for respondents in this study was 74.54% or 82 respondents. The results of the first hypothesis show that product design influences purchasing decisions. The results of the second hypothesis indicate that price negatively moderates the relationship between product design and purchasing decisions Keywords: Relationship marketing, product design, price, purchase decision.

Author Biographies

Junko Alessandro Effendy, Universitas Ciputra Surabaya

Management Study Program

Thalia Nikky Siswono, Universitas Ciputra Surabaya

Communication Science Study Program

Fernando Arron Susilo, Universitas Ciputra Surabaya

Tourism Study Program

Vivia Pauline Harliana, Universitas Ciputra Surabaya

Communication Science Study Program

Catherine Lorena Valentina Franoto5, Universitas Ciputra Surabaya

Tourism Study Program

References

Aksara, P. T. B. (2021). Metodologi Penelitian Kuantitatif. Makassar. Bumi Aksara.

Anbiya, M. Z., & Zuhra, S. E. (2021). PENGARUH PLAYFULNESS, GOOD PRICE FOR MONEY & IMBALAN TERHADAP NIAT PEMBELIAN DIDALAM APLIKASI DENGAN MOBILE GAME LOYALTY SEBAGAI PEMEDIASI PADA PENGGUNA APLIKASI GAME MOBILE LEGENDS DI BANDA ACEH. Jurnal Ilmiah

Mahasiswa Ekonomi Manajemen, 6(1), 122-149.

Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.

Darmansah, A., & Yosepha, S. Y. (2020). Pengaruh Citra Merek Dan Persepsi Harga Terhadap Keputusan Pembelian Online Pada Aplikasi Shopee Di Wilayah Jakarta Timur. Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 15–30

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of business research, 122, 608-620.

Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.

Firdaus, M. (2021). Metodologi Penelitian Kuantitatif: Dilengkapi Analisis Regresi IBM SPSS Statistics Version 26.0. Cv. Riau. Dotplus Publisher.

Ghozali, I & Latan, H. (2015). Partial Least Squares. Semarang. Badan Penerbit Universitas Diponegoro

Indrawati, K. D., & Suparna, G. (2015). Peran Persepsi Harga dalam Memoderasi Pengaruh Pengetahuan Tentang Produk terhadap Niat Beli Produk Ramah Lingkungan Merek Toyota Agya (Doctoral dissertation, Udayana University).

Khaliq, I., Listyorini, S., & Pradhanawati, A. (2022). Pengaruh Desain Produk dan Harga terhadap Keputusan Pembelian Virtual Item pada Game Online “Mobile Legends Bang Bangâ€(Studi pada Konsumen Mobile Legends Bang Bang Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(3), 411-419.

Loa, W. J. M., & Berlianto, M. P. (2022). Drivers Of Purchase Intention And Willingness To Pay Microtransactions In Mobile Legends. Jurnal Manajemen, 26(3), 567-590.

Rainga, F. S. A., & Widiartanto, W. (2021). Pengaruh Design Produk, Harga Virtual terhadap Repurchase Intention Virtual Item melalui Kepuasan Game sebagai Variabel Intervening pada Game Online “Pubg Mâ€(Studi pada Masyarakat Kota Bontang). Jurnal Ilmu Administrasi Bisnis, 10(2), 1057-1065.

Ramadhani, S. A. (2022). Pengaruh Harga dan Kemudahan Transaksi terhadap Keputusan Pembelian Produk Virtual pada Game Online Mobile Legends di Samarinda. Jurnal Administrasi Bisnis FISIPOL UNMUL, 10(2), 143-149.

Rahmadianti, R. N., Nasution, A. H., & Sugihartanto, M. F. (2021). Analisis Faktor-faktor yang Mempengaruhi Keputusan Pembelian Virtual Item dalam Online Mobile Game (Studi Kasus: Mobile Legends Bang Bang). Jurnal Teknik ITS, 10(2), A325-A331.

Rosida, I. H. (2020). Pengaruh Promosi Online dan Persepsi Harga Terhadap A-47 Keputusan Pembelian ( Studi Kasus Pada Nithalian Collection Bima ). Journal of Business and Economics Research (JBE), 1(ISSN 2716-4128), 150–160

Tehuayo, E., Siahainenia, S., Tahapary, G. H., & Tubalawony, J. (2022). Analisis Pengaruh Desain Virtual dan Kualitas Informasi terhadap Keputusan Pembelian Ulang Konsumen Lazada Dikota Ambon. Jurnal Pendidikan dan Konseling (JPDK), 4(5), 5253-5265.

Verdynata, E., Ni Made Ida Pratiwi, M. M., & Ayun Maduwinarti, M. P. (2023). PENGARUH DISKON DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK VIRTUAL PADA PLAYER MOBILE LEGENDS DI SURABAYA. SOSIALITA, 2(2), 1013-1023.

Wahyudi, R. (2022). Pengaruh Iklan Dan Influencer Terhadap Keputusan Pembelian Item Virtual Padagames Online Mobile Legends. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 563–578.

Wuryandari, N. E. R., Abdullah, M. A. F., & Rahmadiansyah, F. A. Uses and Gratification on Virtual Purchase Behavior of Mobile Game Items: An Alternative Approach. Journal of Economics, Finance, and Management Studies, 4(9), 1669-1677.

Yang, L., Anwar, R., Vermol, V. V., & Sihan, L. (2022). Building a Cultural and Creative Industry Platform to Serve the Economic Development. Environment-Behaviour Proceedings Journal, 7(SI7), 155-160.

Downloads

Published

2024-01-10

How to Cite

Effendy, J. A., Siswono, T. N., Susilo, F. A., Harliana, V. P., & Franoto5, C. L. . V. (2024). THE INFLUENCE OF PRODUCT DESIGN ON PURCHASING DECISIONS OF VIRTUAL ITEMS ON MOBILE LEGENDS BANG-BANG GAME WITH PRICE AS A MODERATION VARIABLE. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(4). https://doi.org/10.29040/ijebar.v7i4.11555

Issue

Vol. 7 No. 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).