PENGARUH DESAIN VISUAL, INFLUENCER MARKETING, DAN NILAI EMOSIONAL TERHADAP MINAT BELI PRODUK VIRTUAL PADA GAME ONLINE MOBILE LEGENDS (Studi Kasus pada Mahasiswa Politeknik Negeri Medan)
Abstract
The writing of this research motivated by the emergence of games that can be played online on various devices such as computers and smartphones. Indonesia itself is the country with the largest number of online game players in the world. One of the most played games in Indonesia is Mobile Legends. Many online game developers sell their virtual products for profit. But on the other hand, game developers must also pay attention to their virtual products in order to increase consumer purchase intention. The purpose of this study was to determine how the influence of visual design, influencer marketing, emotional value on purchase intention in virtual products in game mobile legends among Medan State Polytechnic students. To achieve these objectives, researcher used a sampling method with simple random sampling, with a total of 100 respondents. The method used is quantitative research with descriptive analysis techniques and multiple linear regression analysis. Based on the results of the study, it shows that visual design variable partially affects the purchase intention of virtual products in Mobile Legends, influencer marketing variable partially affects the purchase intention of virtual products in Mobile Legends, and emotional value variable partially affects the purchase intention of virtual products in Mobile Legends. Based on the results of simultaneous test statistical calculations, it can be concluded that visual design, influencer marketing, and emotional value have a positive and significant effect simultaneously on purchase intention of virtual products in Mobile Legends.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Abidin, C. 2016. “Aren’t These Just Young, Rich Women Doing Vain Things Online?â€: Influencer Selfies as Subversive Frivolity. Social media society, 2(2), 1-17.
Agustin, N., & Amron, A. 2022. Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop. Kinerja, 5(01), 49-61.
Can, Y., & Erdil, O. 2018. Determining Antecedent of Re-Purchase Intention: The Role of Perceived Value and Consumer’s Interest Factor. International Business Research, 11(4), 17-31.
Dihni, V. A. 2022. 10 Negara dengan Pemain Video Game Terbanyak di Dunia (Januari 2022). Databooks. https://databoks.katadata.co.id/datapublish/2022/02/16/jumlah-gamers-indonesia-terbanyak-ketiga-di-dunia. Diakses pada 21 Februari 2023
Ferdinand, A. 2014. Metode Penelitian Manajemen. BP Universitas Diponegoro. Semarang.
Gunawan, C. M. (2017). Studi Komparatif Pengaruh Perubahan Tampilan Visual Desain Interior Gerai Coach terhadap Minat Beli Konsumen di Surabaya. Intra, 5(1), 41-48.
Hakim, M. L., & Indarwati, T. A. 2022. Pengaruh Influencer Marketing dan Emotional Value terhadap Purchase Intention (Studi Pada Produk Virtual Berupa Skin pada Game Mobile Legends: Bang Bang). Jurnal Ilmu Manajemen, 10(1), 199-209.
Hariyanti, N. T., & Wirapraja, A. 2018. Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Eksekutif, 15(1), 133-146.
Hassenzahl, M., & Tractinsky, N. 2006. User Experience-A Research Agenda. Behaviour & Information Technology. 25(2), 91-97.
Ho, C., & Wu, T. 2012. Factors Affecting Intent to Purchase Virtual Goods in Online Games. International Journal of Electronic Business Management, 10(3), 204–212.
Karunia, H., & Lunardy, D. 2016. Pengaruh Persepsi Nilai Pada Intensi Pembelian Produk Virtual Yang Dimediasi Oleh kepuasan. VI(2), 261–279.
Kevino, S. 2018. Apa itu MOBA? Esportnesia. https://esportsnesia.com/penting/apa-itu-moba/. Diakses pada 4 Maret 2023
Kotler dan Keller. 2009. Manajemen Pemasaran. Erlangga. Jakarta.
Kricfalusi, John. 2008. Character Design – What Makes Lasting Iconic Character. http://johnkstuff.blogspot.com/2008/09/for-karen-what-makeslasting-iconic.html. Diakses pada 20 Maret 2023.
Kusumawardani, S. P. 2015. Game Online Sebagai Pola Perilaku (Studi Deskriptif Tentang Interaksi Sosial Gamers Clash Of Clans Pada Clan Indo Spirit). Jurnal Antropologi FISIP Universitas Airlangga, 4(2), 154-163.
Mufreni, A. N. 2016. Pengaruh Desain Produk, Bentuk Kemasan dan Bahan Kemasan Terhadap Minat Beli Konsumen (Studi Kasus Teh Hijau Serbuk Tocha). Jurnal Ekonomi Manajemen, 2(2), 48-54.
Qomariah, N. 2020. Pentingnya Kepuasan Dan Loyalitas Pengunjung: Studi Pengaruh Customer Value, Brand Image, Dan Atribut Produk Terhadap Kepuasan Dan Loyalitas Pengunjung Pariwisata Pantai. Pustaka Abadi. Jember.
Ramadhana, A. E., Mansoor, A. Z., & Haswanto, N. 2013. Kajian Daya Tarik Visual pada Desain Karakter Pokémon. Jurnal Komunikasi Visual & Multimedia, 5(2), 93-105.
Ratnaveda, K. 2021. Pengaruh Nilai Fungsional, Nilai Emosional, Nilai Spiritual dan Nilai Simbolis pada Minat Pembelian Kavling Makam di San Diego Hills (Doctoral Dissertation, Universitas Gadjah Mada).
Ritonga, H. M., & Pane, D. N. .2020. Pengaruh Kualitas Pelayanan dan Emosional Terhadap Kepuasan Pelanggan Pada Honda IDK 2 Medan. Jurnal Manajemen Tools, 12(2), 30–44.
DOI: https://doi.org/10.46576/bn.v6i2.3846
Article Metrics
Abstract view : 201 timesPDF (Bahasa Indonesia) – 113 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Bisnis-Net Jurnal Ekonomi dan Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Bisnis Net Terindeks pada:
.gif)
Member Of:
BISNIS NET : JURNAL EKONOMI DAN BISNIS Published By :
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS DHARMAWANGSA
Alamat : Jl. K. L. Yos Sudarso No. 224 Medan
Kontak : Tel. 061 6635682 - 6613783 Fax. 061 6615190
Surat Elektronik : jurnal_bisnisnet@dharmawangsa.ac.id
Bisnis Net : Jurnal Ekonomi dan Bisnis By Universitas Dharmawangsa is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at http://jurnal.dharmawangsa.ac.id/index.php/bisnet/index