INFLUENCER AND EVENT MARKETING: PURCHASING VIRTUAL ITEMS AT GAMER'S “MOBILE LEGEND”
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Aug 31, 2023
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Abstract
The growth of the business sector within the online gaming industry has experienced significant acceleration, prompting this sector to leverage the sale of virtual items as a form of currency within online games as a notable benefit. Mobile Legend is an immensely popular online game that has garnered significant attention and widespread appeal among individuals nationwide. The primary objective of this study was to examine the correlation between events and influencer marketing in their impact on purchasing decisions regarding virtual items in the renowned mobile game. This impact was further mediated by the motivation to make a purchase. The present study employs a quantitative research design, utilizing a purposive sampling technique to select participants. Data analysis uses a Structural Equation Model (SEM), and mediation testing is performed through bootstrapping. The findings of this study suggest that event marketing has a minimal impact on the purchasing decisions of virtual mobile legend items. Additionally, the mediating role of motivation between event marketing and purchasing decisions was not observed. This research highlights the significant impact of influencer marketing and purchases motivation on enhancing purchasing decisions for virtual items in the mobile legend game. Motivation plays a significant role in establishing a connection between influencer marketing and the decision-making process regarding purchasing virtual items in Mobile Legends. Subsequent investigations may delve deeper into the impact of influencer marketing on the augmentation of purchasing behavior within the realm of online gaming.
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VANIA, Amelindha; NI'AMUS SYA'BAN, Asmul Zacky.
INFLUENCER AND EVENT MARKETING: PURCHASING VIRTUAL ITEMS AT GAMER'S “MOBILE LEGEND”.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 9, n. 1, p. 677-690, aug. 2023.
ISSN 2541-3333.
Available at: <http://conferences.uin-malang.ac.id/index.php/iconies/article/view/2310>. Date accessed: 02 may 2024.
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References
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Chopra, A., Avhad, V. (2020). Influencer Marketing: An Exploratory Study To Identify Antecedents Of Consumer Behavior Of Millennial. Business Perspectives and Research, 1(9), 77-91. https://doi.org/10.1177/2278533720923486
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Kokila, V., Sampathlakshmi, N. (2022). Impact Of Word Of Mouth Communication On Consumer Purchase Decision. JBT, 95-104. https://doi.org/10.18311/jbt/2022/30023
Kunc, J., Križan, F., Novotná, M., Bilková, K. (2022). Social Dimension Of Shopping Centers Operation: Managerial Perspectives. Sustainability, 2(14), 709. https://doi.org/10.3390/su14020709
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 6(86), 93-115. https://doi.org/10.1177/00222429221102889
Ma, Y., Gu, J. (2023). Internet and Depression In Adolescents: Evidence From China. Front. Psychol., (14). https://doi.org/10.3389/fpsyg.2023.1026920
Marder, B., Gattig, D., Collins, E., Pitt, L., Kietzmann, J., Erz, A. (2019). The Avatar's New Clothes: Understanding Why Players Purchase Non-functional Items In Free-to-play Games. Computers in Human Behavior, (91), 72-83. https://doi.org/10.1016/j.chb.2018.09.006
Misra, S. (2022). Motivations and Social Media Influencing Online Purchase Intention In India. International Journal of E-Business Research, 1(18), 1-16. https://doi.org/10.4018/ijebr.312253
Nuraeni, L., Hadita, N. (2022). The Effect Of Event Marketing On Purchase Decisions Through Purchase Interest In Tokopedia Marketplace (Case Study On Tokopedia Event Photocard Program). DIJEFA, 4(3), 360-369. https://doi.org/10.38035/dijefa.v3i4.1397
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Strickland, N. P. (2022). Developing a Wine Event Portfolio By Wine Stakeholders At Individual Wineries In Victoria, Australia. REDR, 178-191. https://doi.org/10.37256/redr.3220221779
Sudirjo, F. (2021). Social Media, Consumer Motivation, and Consumer Purchase Decision For Fashion Consumers In Semarang District. jm-uika, 1(12), 78. https://doi.org/10.32832/jm-uika.v12i1.3985
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Tannady, H., & Alvita, M. (2023). Factors of Halal Awareness in Cosmetic Products Among Milenial Muslimah in Indonesia. Jurnal Multidisiplin Madani, 3(6), 1233-1247.
Tolunay, A., Tolunay, A. (2021). An Empirical Investigation On Influencer Marketing: the Impact Of Content-related, Follower-related And Influencer-related Factors On Consumers’ Purchase Intentions. imj, 91(0), 59-86. https://doi.org/10.26650/imj.2021.91.003
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Vaidya, R., Karnawat, T. (2023). Conceptualizing Influencer Marketing: a Literature Review On The Strategic Use Of Social Media Influencers. IJMPR, SpecialIssue(2), 81-86. https://doi.org/10.55829/ijmpr.v2ispecialissue.140
Vynohradova, O. V. (2021). Event Marketing As a Tool Of Stimulation In The Business Environment. EMB, 4(38). https://doi.org/10.31673/2415-8089.2021.041521
Walters, G. D., Mariani, M. M. (2020). Understanding the Intention To Buy Secondhand Clothing On Sharing Economy Platforms: The Influence Of Sustainability, Distance From The Consumption System, And Economic Motivations. Psychol Mark, 5(37), 724-739. https://doi.org/10.1002/mar.21334
Zeng, C. (2022). Study On Construct Player Identity and Support The Development Of Game Community Of "Honor Of Kings" And "Pubg". BCPBM, (17), 354-365. https://doi.org/10.54691/bcpbm.v17i.412
Zou, K. (2023). The Influence Of Virtual Goods Purchase On Teenagers' Online Consumption——genshin Impact Marketing Strategy As a Case. BCPBM, (38), 2054-2059. https://doi.org/10.54691/bcpbm.v38i.4035.
Alfarisi, A. H., Suryawan, M. E., Febrilia, I. (2022). Pengaruh Nilai-nilai Fungsional, Sosial, Dan Emosional Terhadap Niat Beli Barang Virtual Game Online. JBMK, 1(3), 297-313. https://doi.org/10.21009/jbmk.0301.22
Ansari, S., Ansari, G., Ghori, M. U., Kazi, A. M. (2019). Impact Of Brand Awareness and Social Media Content Marketing On Consumer Purchase Decision. J Pub val Ad Ins, 2(2), 5-10. https://doi.org/10.31580/jpvai.v2i2.896
Boonchutima, S., Sankosik, A. (2022). Online Video Game Influencer's Credibility and Purchase Intention. DI, 4(31), 683-701. https://doi.org/10.5559/di.31.4.06
Brochado, A., Dionísio, P. A., Leal, M. d. C., Bouchet, A., Conceição, H. S. (2021). Organizing Sports Events: the Promoters’ Perspective. JBIM, 6(37), 1281-1298. https://doi.org/10.1108/jbim-10-2020-0451
Chetioui, Y., Benlafqih, H., Lebdaoui, H. (2020). How Fashion Influencers Contribute To Consumers' Purchase Intention. JFMM, 3(24), 361-380. https://doi.org/10.1108/jfmm-08-2019-0157
Chopra, A., Avhad, V. (2020). Influencer Marketing: An Exploratory Study To Identify Antecedents Of Consumer Behavior Of Millennial. Business Perspectives and Research, 1(9), 77-91. https://doi.org/10.1177/2278533720923486
Dasmadi, N., Kaunang, M. A. J., Fatmawati, E., Irawan, S. A., Victorio, E. (2023). Development Of Social Competence Through Play Activities: Lost In the Digital Age. EJ, 1(6), 304-317. https://doi.org/10.54783/endlessjournal.v6i1.145
Dhingra, A. (2023). Impact of Social Media on Consumer Behaviour and Preference. IJFMR-International Journal For Multidisciplinary Research, 5(2).
Eleanor, S., Junaidi, A. (2022). Pengaruh Konten Mobile Legends DI Tiktok Terhadap Popularitas Games Mobile Legends. KI, 3(1), 467-474. https://doi.org/10.24912/ki.v1i3.15773
Evania, S., Listiana, E., Wendy, .., Rosnani, T., Fahruna, Y. (2023). The Effect Of Influencer Marketing and Content Marketing On Customer Engagement And Purchase Decisions On Followers. AJEBA, 12-20. https://doi.org/10.9734/ajeba/2023/v23i2917
Hanslim, F., Jaya, H. P., Prasetyawati, Y. R. (2020). The Influence Of Perceived Quality On Product Purchase Intention Through Event. j-cmre, 2(7), 121. https://doi.org/10.37535/101007220202
Haudi, H., Santamoko, R., Rachman, A., Surono, Y., Mappedeceng, R., Musnaini, M., … & Wijoyo, H. (2022). The Effects Of Social Media Marketing, Store Environment, Sales Promotion and Perceived Value On Consumer Purchase Decisions In Small Market. 10.5267/j.ijdns, 1(6), 67-72. https://doi.org/10.5267/j.ijdns.2021.10.003
Horbiński, T., Zagata, K. (2023). The Cognitive Skills In Interpretation Of Spatial Situations In the League Of Legends Game. Simulation & Gaming, 104687812311656. https://doi.org/10.1177/10468781231165616
Ihsan, R. K., Junaedi, F. (2022). A Content Analysis Of Advertising Appeal In Mobile Game Ads Free To Play. Sylection., 1(1), 70. https://doi.org/10.12928/sylection.v1i1.11261
Jhawar, A., Kumar, P., Varshney, S. (2023). The Emergence Of Virtual Influencers: a Shift In The Influencer Marketing Paradigm. YC. https://doi.org/10.1108/yc-05-2022-1529
Jiang, W., Li, R., Shao, W. (2022). Research About Apple’s Marketing Strategy and Consumer Behavior. BCPBM, (20), 106-118. https://doi.org/10.54691/bcpbm.v20i.917
Joseph, D. D. (2021). Battle Pass Capitalism. Journal of Consumer Culture, 1(21), 68-83. https://doi.org/10.1177/1469540521993930
Kanapathipillai, K. (2022). The Mediating Effect Of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions In The Automotive Industry In Malaysia. EJMMS, 2(7). https://doi.org/10.46827/ejmms.v7i2.1205
Koch, J., Frommeyer, B., Schewe, G. (2020). Online Shopping Motives During the Covid-19 Pandemic—lessons From The Crisis. Sustainability, 24(12), 10247. https://doi.org/10.3390/su122410247
Kokila, V., Sampathlakshmi, N. (2022). Impact Of Word Of Mouth Communication On Consumer Purchase Decision. JBT, 95-104. https://doi.org/10.18311/jbt/2022/30023
Kunc, J., Križan, F., Novotná, M., Bilková, K. (2022). Social Dimension Of Shopping Centers Operation: Managerial Perspectives. Sustainability, 2(14), 709. https://doi.org/10.3390/su14020709
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 6(86), 93-115. https://doi.org/10.1177/00222429221102889
Ma, Y., Gu, J. (2023). Internet and Depression In Adolescents: Evidence From China. Front. Psychol., (14). https://doi.org/10.3389/fpsyg.2023.1026920
Marder, B., Gattig, D., Collins, E., Pitt, L., Kietzmann, J., Erz, A. (2019). The Avatar's New Clothes: Understanding Why Players Purchase Non-functional Items In Free-to-play Games. Computers in Human Behavior, (91), 72-83. https://doi.org/10.1016/j.chb.2018.09.006
Misra, S. (2022). Motivations and Social Media Influencing Online Purchase Intention In India. International Journal of E-Business Research, 1(18), 1-16. https://doi.org/10.4018/ijebr.312253
Nuraeni, L., Hadita, N. (2022). The Effect Of Event Marketing On Purchase Decisions Through Purchase Interest In Tokopedia Marketplace (Case Study On Tokopedia Event Photocard Program). DIJEFA, 4(3), 360-369. https://doi.org/10.38035/dijefa.v3i4.1397
Ong, A. K. S., Prasetyo, Y. T., Robas, K. P. E., Persada, S. F., Nadlifatin, R., Matillano, J. S. A., … & Taningco, K. A. C. (2023). Determination Of Factors Influencing the Behavioral Intention To Play “Mobile Legends: Bang-bang” During The Covid-19 Pandemic: Integrating Utaut2 And System Usability Scale For A Sustainable E-sport Business. Sustainability, 4(15), 3170. https://doi.org/10.3390/su15043170
Silalahi, A. D. K., Silalahi, A. D. K., Octoyuda, E. (2021). Understanding Consumers’ Addiction To Online Mobile Games and In Apps Purchase Intention: Players Stickiness As The Mediation. manaj. pemasar. jasa., 2(14), 165-178. https://doi.org/10.25105/jmpj.v14i2.9342
Syahrivar, J., Chairy, C., Juwono, I. D., Gyulavári, T. (2021). Pay To Play In Freemium Mobile Games: a Compensatory Mechanism. IJRDM, 1(50), 117-134. https://doi.org/10.1108/ijrdm-09-2020-0358
Strickland, N. P. (2022). Developing a Wine Event Portfolio By Wine Stakeholders At Individual Wineries In Victoria, Australia. REDR, 178-191. https://doi.org/10.37256/redr.3220221779
Sudirjo, F. (2021). Social Media, Consumer Motivation, and Consumer Purchase Decision For Fashion Consumers In Semarang District. jm-uika, 1(12), 78. https://doi.org/10.32832/jm-uika.v12i1.3985
Sujarwo, J. E. A., Matruty, E. S. H. R. (2021). The Effect Of Product Promotion and Innovation On Purchase Decisions At Prices As Intervening Variables. IJSSB, 2(5). https://doi.org/10.23887/ijssb.v5i2.33646
Sun, L., Zhai, X., Yang, H. (2020). Event Marketing, Movie Consumers' Willingness and Box Office Revenue. APJML, 2(33), 622-646. https://doi.org/10.1108/apjml-09-2019-0564
Tannady, H., & Alvita, M. (2023). Factors of Halal Awareness in Cosmetic Products Among Milenial Muslimah in Indonesia. Jurnal Multidisiplin Madani, 3(6), 1233-1247.
Tolunay, A., Tolunay, A. (2021). An Empirical Investigation On Influencer Marketing: the Impact Of Content-related, Follower-related And Influencer-related Factors On Consumers’ Purchase Intentions. imj, 91(0), 59-86. https://doi.org/10.26650/imj.2021.91.003
Unurlu, Ç. (2022). The Integration Of Social Media Into Event Tourism. Research Anthology on Social Media Advertising and Building Consumer Relationships, 1776-1792. https://doi.org/10.4018/978-1-6684-6287-4.ch096
Vaidya, R., Karnawat, T. (2023). Conceptualizing Influencer Marketing: a Literature Review On The Strategic Use Of Social Media Influencers. IJMPR, SpecialIssue(2), 81-86. https://doi.org/10.55829/ijmpr.v2ispecialissue.140
Vynohradova, O. V. (2021). Event Marketing As a Tool Of Stimulation In The Business Environment. EMB, 4(38). https://doi.org/10.31673/2415-8089.2021.041521
Walters, G. D., Mariani, M. M. (2020). Understanding the Intention To Buy Secondhand Clothing On Sharing Economy Platforms: The Influence Of Sustainability, Distance From The Consumption System, And Economic Motivations. Psychol Mark, 5(37), 724-739. https://doi.org/10.1002/mar.21334
Zeng, C. (2022). Study On Construct Player Identity and Support The Development Of Game Community Of "Honor Of Kings" And "Pubg". BCPBM, (17), 354-365. https://doi.org/10.54691/bcpbm.v17i.412
Zou, K. (2023). The Influence Of Virtual Goods Purchase On Teenagers' Online Consumption——genshin Impact Marketing Strategy As a Case. BCPBM, (38), 2054-2059. https://doi.org/10.54691/bcpbm.v38i.4035.