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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Fernando Arron Susilo
Universitas Ciputra Surabaya
Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT DESIGN ON PURCHASING DECISIONS OF VIRTUAL ITEMS ON MOBILE LEGENDS BANG-BANG GAME WITH PRICE AS A MODERATION VARIABLE Junko Alessandro Effendy; Thalia Nikky Siswono; Fernando Arron Susilo; Vivia Pauline Harliana; Catherine Lorena Valentina Franoto5
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 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.
Co-Authors Catherine Lorena Valentina Franoto5 Junko Alessandro Effendy Thalia Nikky Siswono Vivia Pauline Harliana