Price Discount and Impulse Buying at Diamond Game Mobile Legend Bang Bang
DOI:
https://doi.org/10.35384/jime.v16i1.508Keywords:
Price discount, Impulse buyingAbstract
Mobile Legends Bang Bang (MLBB) is one of the most popular mobile games in Indonesia. Since its launch in 2016. It can be played by more than one person in an area, usually 5 vs 5 and the main goal of the Mobile Legends Bang Bang game is to destroy the opponent's base. This game also utilizes in-app purchases for its monetization, and diamond is the term for money in the mobile legends Bang Bang game to make purchases in the Mobile legends Bang Bang game. Therefore, researchers are interested in conducting research on purchasing diamonds on the Mobile Legends Bang Bang site. This study aims to determine how much influence the price discount has on impulse buying in Mobile Legends Bang Bang diamonds. The research method used by the authors is descriptive and verification research, while the sample in this research is consumers of the Mobile Legends Bang Bang game. The research was conducted January – Mei 2023 with a sample of 100 respondent who were Mobile Legends Bang Bang. The data analysis technique used is a Hypothesis Test design with Validity Test, Reliability Test, Normality Test, Simple Linear Regression Analysis, Correlation Coefficient, Determination Coefficient, and t test. The results of the study show that the price discount has a significant effect on impulse buying.Downloads
References
Beatty, S. E., & Ferrel. (1998). Impulse buying: modeling its precusors. Journal of Retailing, 74(2), 161–167.
Gumilang, W. A., & Nurcahya, I. K. (2016). Pengaruh Price Discount Dan Store Atmosphere Terhadap Emotional Shopping Dan Impulse Buying. E-Jurnal Manajemen, 5 (3), hal. 1857-1888.
Haq, M. A., & Abbasi, S. (2016). Indirect Impact of Hedonic Consumption and Emotions on Impulse Purchase Behavior: A Double Mediation Model. Journal of Management Sciences, 3 (2), pp. 108-122.
Kotler, & Amstrong. (2016). Principles of Marketing Sixteenth Edition Global Edition. England: Pearson Education Limited.
Kotler, & Keller. (2012). Marketing Management. Prentice Hall, 2012.
Kotler, & Keller. (2015). Manajemen Pemasaran, Jilid 1, Edisi 13. Jakarta: Erlangga.
Kotler, P., & Amstrong, G. (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Kotler, P., & Amstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall.
Kotler, P., & Keller. (2016). Marketing management. London: Pearson Education, 2016.
Lestari, S. I. P. (2018). Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying melalui Nilai Hedonik di Carrefour Surakarta. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 7 (2), hal. 129-140.
Mehta, N. P., & Chugan, P. K. (2013). Visual Merchandising: Impact on Consumer Behaviour. An Exploratory Study of Apparel Segment in Ahmedabad India.
Mowen, J. C., & Micheal, M. (2012). Perilaku Konsumen. Jakarta: Erlangga.
Peter, & Olson. (2014). Perilaku Konsumen dan Strategi Pemasaran. Jakarta: Buku 2. Edisi 9. Salemba Empat.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: Alfabeta.
Sugiyono. (2020). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: Alfabeta.
Sumarwan, U. (2011). Perilaku Konsumen dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
Suparyanto, & Rosad. (2015). Manajemen Pemsaran. Yogyakarta: In Media.
Susilawati, S. (2017). Pengaruh Virtual Merchandising terhadap Impulse Buying Pada Toko Biblo Style di Kota Payakumbuh Universitas Andalas. Doctoral dissertation.
Sutisna. (2012). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rusdakarya.
Tjiptono, F. (2016). Service, Quality & Satisfaction. Yogyakarta: CV Andi.
Downloads
Published
Issue
Section
Abstract Views: 62
| 
File Downloads: 77
