I Gede Wisnu Satria Chandra Putra
Fakultas Ilmu Sosial dan Humaniora Universitas Bunda Mulia
Desy Natalia
Fakultas Ilmu Sosial dan Humaniora Universitas Bunda Mulia
DOI: https://doi.org/10.19184/bisma.v17i3.42933
ABSTRACT
This research was conducted to analyze the factors that influence purchasing decisions for premium currency in mobile-based online games that are currently popular in Indonesia. In this case the author makes the online game Mobile Legends and Genshin Impact the object of research. This research was conducted using statistical testing methods on data from questionnaires that were successfully collected from 109 respondents. As a result, brand loyalty, user experience and sales promotions all have a significant positive effect on the purchase decision of premium currency in mobile-based online games either simultaneously or partially. Brand loyalty has the most significant influence compared to other variables due to the strong loyalty of Mobile Legends and Genshin Impact players. While sales promotion chooses the lowest effect due to the lack of promotion from both publishers and influencers.
Keywords: Loyalitas Merek, Pengalaman Pengguna, Promosi Penjualan, Premium Currency, Permainan Mobile
Published
2023-11-30
Issue
Vol. 17 No. 3 (2023) Bisma: Jurnal Bisnis dan Manajemen
Pages
203-210
License
Copyright (c) 2025 Bisma: Jurnal Bisnis dan Manajemen
I Gede Wisnu Satria Chandra Putra, Rachel Wulan Nirmalasari Wijaya, Devina Tasya Noverin, PERBANDINGAN PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN DIGITAL WALLET PADA E-MARKETPLACE TOKOPEDIA DAN SHOPEE , BISMA: Jurnal Bisnis dan Manajemen: Vol. 16 No. 1 (2022)