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

Abstract

ABSTRAKPenelitian 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.Kata kunci : Inluencer Marketing, Nilai Emosional, dan Minat Beli UlangAbstractThis 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.Keywords : Influencer Marketing, Emotional Value, and Interest Purchase