Pengaruh Promosi Online, Celebrity Endorser, dan Kelompok Referensi terhadap Keputusan Pembelian Diamond Mobile Legends di Kota Kupang: Peran Mediasi Gaya Hidup

Authors

  • Ignasia Natasya Taju Maru Universitas Katolik Widya Mandira, Kupang
  • Selfiana Goetha Universitas Katolik Widya Mandira, Kupang
  • Simon Sia Niha Universitas Katolik Widya Mandira, Kupang

DOI:

https://doi.org/10.56916/jimab.v3i2.903

Keywords:

Online Promotion, Celebrity Endorser, Reference Group, Lifestyle, Decision Making

Abstract

This research discusses the decision to purchase diamonds in the Mobile Legend game in Indonesia, focusing on lifestyle, celebrity endorsers, referral groups, and online promotions. This game is in demand because of the variety of heroes, good graphics, small size, and easy access via smartphones. Diamonds are an important virtual currency in games that influence players' purchasing decisions. Diamond sales data from 2018 to 2022 showed a downward trend, especially in 2022 with a decline of 15.2%. Interviews with 30 players in Kupang City indicated that promotions with celebrity endorsers were not interesting because they were less attractive, rude, and irrelevant. The research used a survey of 112 respondents in Kupang City who had bought Mobile Legend diamonds, analyzed with SEM-PLS. The results showed that lifestyle, celebrity endorsers, and referral groups had a positive and significant effect on purchase decisions, while online promotions were not significant. This research contributes to the understanding of the factors that influence diamond purchase decisions in Mobile Legend and opens up opportunities for the exploration of more effective online promotion strategies.

 

References

Adhim, C. (2020). Analisis faktor Budaya, Sosial, Pribadi dan Psikologis terhadap perilalu konsumen dalam keputusan pembelian pada butik Yulia Grace. 04(01).

Asnawi, A., Tehuayo, E., & Marsulam, A. H. (2023). Konsep Perilaku Keputusan Pembelian Game Online: Promosi Online, Kelompok Referensi dan Kemudahan Aplikasi. 22(1).

Delinda, H. C., & Santoso, A. B. (2023). Pengaruh Lifestyle, Prestise, dan Kelompok Referensi terhadap Keputusan Pembelian pada Superindo Kota Semarang. Ekonomis: Journal of Economics and Business, 7(1), 329. https://doi.org/10.33087/ekonomis.v7i1.904

Dina, S. B., & Marlien, R. A. (2023). Peran Celebrity Endorser, Social Media Marketing dan Gaya Hidup terhadap Impulse Buying: Studi pada Pengguna Body Lotion Scarlet Whitening. Reslaj : Religion Education Social Laa Roiba Journal, 6(3), 1274–1290. https://doi.org/10.47467/reslaj.v6i3.4896

Fallo, A., & Goetha, S. (2022). PENGARUH MOTIVASI HEDONIS, UTILITARIAN DAN EXIGENCY TERHADAP PEMBELIAN PRODUK YANG DIMEDIASI OLEH KRISIS COVID-19. Sebatik, 26(1), 259–269. https://doi.org/10.46984/sebatik.v26i1.1566

Febriyanti, R. S., & Wahyuati, A. (2016). PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI. 5.

Hun, K. B., Niha, S. S., Watu, E. G. C., Goetha, S., & Manajemen, P. (2023). Kajian Hubungan Antara Kualitas Pelayanan E-Commerce, Kepuasan Pelanggan, dan Keputusan Pembelian. 3832–3834.

Indirwan, M., Basalamah, M. R., & Normaladewi, A. (2023). Pengaruh Event Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Diamond Pada Games Online Mobile Legends. Jurnal Riset Manajemen, 13(1), 2302–7061.

Islimiyah, S. I. (2023). Pengaruh Celebrity Endorser Dan Citra Merek Terhadap Keputusan Pembelian Pada Isdshop Makassar. Institur Teknologi dan Bisnis Nobel Indonesia.

Karla, E. (2024). Pengaruh Harga, Promosi Dan Persepsi Kemudahan Terhadap Keputusan Pembelian Diamond Mobile Legend Pada Website Codashop.

Keitharo, J. (2024). Consumer Protection Against Buying and Selling Transactions of Mobile Legends Diamonds on Instagram Platform. Journal of Law, Politic and Humanities, 4(4).

Maulani, T. S., & Pratama, R. A. (2019). The Gaming Community’s Perspective Of Celebrity Endorsement And Product Quality, It’s Impact On Purchase Decision. 3.

Rasyid, A. J. (2024). Pengaruh Daya Tarik Iklan Dan Kepercayaan Terhadap Keputusan Pembelian Item Virtual Pada Games Online Mobile Legends Bang-Bang.

Sadli, I. (2023). Pengaruh Kelompok Referensi, Brand Image, Dan Celebrity Endorser Terhadap Keputusan Pembelian. 02(3).

Setiawan, D., Savitri, C., & Faddila, S. P. (2024). The Influence Of On. Management Studies and Entrepreneurship Journal, 05(2), 5755–5767.

Syaipudin, L., & Awwalin, I. N. (2023). Pengaruh Pengetahuan, Budaya Dan Kelompok Acuan Terhadap Referensi Menabung Mahasiswa Di Bank Syariah. ORGANIZE: Journal of Economics, Management and Finance, 2(1), 28–39. https://doi.org/10.58355/organize.v2i1.13

Wulansari, A. D., & Setiawan, M. B. (2023). Pengaruh Citra Merek, Gaya Hidup dan Kelompok Referensi Terhadap Keputusan Pembelian Iphone. 4(1).

Downloads

Published

2024-07-16

How to Cite

Maru, I. N. T., Goetha, S., & Niha, S. S. (2024). Pengaruh Promosi Online, Celebrity Endorser, dan Kelompok Referensi terhadap Keputusan Pembelian Diamond Mobile Legends di Kota Kupang: Peran Mediasi Gaya Hidup. Journal of Innovation in Management, Accounting and Business, 3(2), 128–135. https://doi.org/10.56916/jimab.v3i2.903

Issue

Vol. 3 No. 2 (2024)

Section

Articles

License

Copyright (c) 2024 Ignasia Natasya Taju Maru, Selfiana Goetha, Simon Sia Niha

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

An author who publishes in the Journal of Innovation in Management, Accounting and Business (JIMAB) agrees to the following terms:

  1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
  2. The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
  3. The author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work