The influence of event marketing and influencer marketing on purchase intention of virtual item diamonds
DOI:
https://doi.org/10.28932/vikara.v2i1.16857Keywords:
event marketing, influencer marketing, purchase intentionAbstract
The development of the digital gaming industry has driven the increasing use of virtual items as part of the gaming experience while also creating opportunities for developers to implement various marketing strategies to increase players’ purchase intention. This phenomenon highlights the importance of examining the factors that influence purchase intention toward virtual item diamonds in Mobile Legends. This study aims to analyze the influence of event marketing and influencer marketing, both simultaneously and partially, on the purchase intention of virtual item diamonds in Mobile Legends among Generation Z students at Universitas Perjuangan Tasikmalaya. This study employs a quantitative research method with a causal approach. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data was collected through questionnaires, while data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results show that event marketing and influencer marketing simultaneously have a significant effect on purchase intention, with an F-value of 63.699 and a significance value of 0.000 (<0.05). Partially, event marketing has a positive and significant effect on purchase intention (t-value = 2.587; sig. = 0.011), while influencer marketing also has a positive and significant effect on purchase intention (t-value = 7.391; sig. = 0.000). The coefficient of determination (R²) of 56.8% indicates that purchase intention can be explained by these two variables, while the remaining percentage is influenced by other factors beyond the scope of this study. Based on these findings, it can be concluded that event marketing and influencer marketing are factors that contribute to increasing purchase intention toward virtual item diamonds in Mobile Legends. The findings of this study are expected to provide useful insights for game developers and digital marketing practitioners in designing more effective promotional strategies to increase consumers’ purchase intention.References
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