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All Journal BISNIS: Jurnal Bisnis dan Manajemen Islam Ziswaf : Jurnal Zakat dan Wakaf Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Raisa Aribatul Hamidah
Universitas Islam Batik Surakarta
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Jurnal Ilmiah Edunomika (JIE)

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KEPUTUSAN PEMBELIAN VIRTUAL GOODS DITINJAU DARI KELOMPOK ACUAN, GAYA HIDUP DAN EVENT MARKETING (Studi pada players Mobile Legends: Bang Bang di Universitas Islam Batik Surakarta) Yogi Ageng Wiratri; Ida Aryati; Sarsono Sarsono; Raisa Aribatul Hamidah
JURNAL ILMIAH EDUNOMIKA Vol 5, No 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i1.1888

Abstract

The purpose of this. study was to analyze the simultaneous and partial influence of the reference group, lifestyle and event marketing on the decision to purchase virtual goods on Mobile Legends: Bang Bang players at the Islamic Batik University Surakarta. This type of research is descriptive quantitative. The populationt is all consumers who purchase virtual goods at the Islamic Batik University Surakarta with an unknown amount. The sampling technique in this study was purposive proportional sampling. The sample is 100 studentstfrom the Islamic Batik University Surakarta. Data obtained from questionnaire. The data analysis technique used is multiple linear regression analysis. F test prove that the reference group, lifestyle and marketing events simultaneously influence the decision to purchase virtual goods on Mobile Legends: Bang Bang players at the Islamic Batik University Surakarta, where Fcount is 37,527 > Ftable is 2,70 with a significance value of 0,000 < 0,05. t test show that the reference group, lifestyle and event marketing have a positive and significant effect on the decision to purchase virtual goods on players of Mobile Legends: Bang Bang at the Islamic Batik University Surakarta. Keywords : Reference Group; Lifestyle; Event Marketing and Purchase Decision
Co-Authors Aditya Nurrahman Anik Khusnul Khatimah Arum Anggraeni Azhar Alam Burhanudin Ahmad Yani Devi Wijayanti Eva Arnindiya Nurkharisma Fitriyah Fitriyah Ida Aryati Lusiana Putri Galuh Pramesti Muhamad Taufik Hidayat Muhammad Anas Renaldi Sahrul Nizam Rizka Sarsono Sarsono Sudarwati Sudarwati Supawi Pawenang Suranto Suranto Yogi Ageng Wiratri