Pengaruh Influencer Marketing , Harga, Dan Kemudahan Pembayaran Terhadap Keputusan Pembelian Top Up Diamond Dalam Game mobile Legends (Studi Pada Mahasiswa FEB Angkatan 2022 UNISMA)

Abstract

Abstract

The rapid growth of the mobile game industry has driven a surge in virtual product transactions, such as diamond top-ups in Mobile Legends: Bang Bang, triggered by various digital marketing stimuli. This study examines the influence of influencer marketing, price, and payment convenience on purchase decisions for diamond top-ups among students of the Faculty of Economics and Business, Universitas Islam Malang, class of 2022. Using a quantitative explanatory design grounded in the Stimulus-Organism-Response (SOR) theory, data were collected from 85 respondents drawn from a population of 580 active students via the Slovin formula and proportional sampling, then analyzed using multiple linear regression in SPSS. The F-test confirms that the three variables simultaneously affect purchase decisions significantly (F = 13.205 > F-table 2.717; sig. 0.000 < 0.05). The t-test shows that influencer marketing (sig. 0.027), price (sig. 0.036), and payment convenience (sig. 0.011) each have a significant partial effect, with payment convenience as the strongest predictor. The adjusted R² of 0.263 indicates the model explains 26.3% of the variation in purchase decisions, with the remainder attributable to factors outside the model. These findings confirm the relevance of SOR theory in explaining virtual product purchase behavior and offer practical implications for game developers and digital payment providers.

Keywords : Influencer Marketing , Price, Payment Convenience, Purchase Decision, Mobile Legends