PENGARUH INFLUENCER MARKETING DAN NILAI EMOSIONAL TERHADAP  MINAT BELI ULANG VIRTUAL SKIN GAME ONLINE MOBILE LEGENDS  (STUDI PADA MAHASISWA FEB JURUSAN MANAJEMEN UNRAM)

Penulis

: Inluencer Marketing, Nilai Emosional, dan Minat Beli Ulang, Influencer Marketing, Emotional Value, and Interest Purchase

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing dan nilai emosional

terhadap minat beli ulang virtual skin game online mobile legends. Penelitian ini menggunakan

pendekatan kuantitatif dengan sampel sebanyak 100 responden. Pengumpulan data dilakukan

menggunakan kuesioner dan analisis data menggunakan IBM SPSS Versi 25. Hasil penelitian

menunjukkan bahwa influencer marketing dan nilai emosional secara langsung berpengaruh

positif dan signifikan terhadap minat beli ulang game online mobile legends.

Abstract

This research aims to determine the effect of influence marketing and emotional value on

interest repurchase for virtual skins in the mobile legends online game. This study use a

quantitative approach with a sample of 100 respondent. Data collection was done using a

questionnaire and data analysis using IBM SPSS Version 25. The research result showed that

influence marketing and emotional value directly had a positive and significant effect on

interest purchase for virtual skin in the mobile legend online game