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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN JAM : Jurnal Aplikasi Manajemen Jurnal Perilaku dan Strategi Bisnis ASAWIKA: Media Sosialisasi Abdimas Widya Karya Reswara: Jurnal Pengabdian Kepada Masyarakat Prosiding Seminar Nasional Pengabdian Masyarakat International Journal of Management Research and Economics Jurnal Manusia dan Lingkungan Jurnal Pengabdian Masyarakat Charitas Brilliant International Journal of Management and Tourism
Stefanus Yufra M. Taneo
Universitas Ma Chung
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The Influence Of Event Marketing, Influencer And E-Wom On Purchase Intention Skin Mobile Legends In Malang Town Angelysander Altair; Stefanus Yufra Menahen Taneo; Santi Widyaningrum
Brilliant International Journal Of Management And Tourism Vol. 4 No. 1 (2024): Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v4i1.2823

Abstract

Based on Moonton's data, the monthly active players of Mobile Legends in Indonesia, totaling 34 million, are predominantly from Java and Sumatra. About 52 percent of Mobile Legends players come from Java Island, while 29.38 percent come from Sumatra Island. The distribution on other islands includes Kalimantan (7.41 percent), Sulawesi (6.29 percent), Bali (3.73 percent), and Papua (0.54 percent). The purpose of this research is to determine and analyze the influence of event marketing, influencer marketing, and electronic word-of-mouth (e-wom) on the purchase intention of Mobile Legends skins in Malang City. The research method employed in this study is quantitative. The population in this research consists of all Mobile Legends players in Malang City. The sample for this research consists of 100 individuals selected through accidental sampling technique. Data collection in this research is done using a questionnaire. Data analysis techniques in this research include Multiple Linear Regression Analysis, Hypothesis Testing (t-test & f-test), and the Coefficient of Determination. Data processing in this research is conducted using SPSS (Statistical Package for the Social Sciences) version 25 software. The results of this research prove that Event Marketing, Influencer Marketing, and E-WOM collectively influence the Purchase Intention of Mobile Legends skins.
Co-Authors Adam Edward Widiamsa Angelysander Altair Anna Catharina Sri Purna Suswati Anna Triwijayati Chatif Kunjaya Etsa Astridya Setiyati Etsa Astridya Setiyati Felik Sad Windu Wisnu Broto Gamal, Nadira Laraswati Halim, Lidia Luqman Anthoni Arethusa Melany . MELANY ., MELANY Peter R Y Pasla Purnomo Purnomo Purnomo Purnomo Santi Widyaningrum Soetam Rizky Wicaksono Sunday Noya Sunday Noya Tarsisius Renald Suganda Yuswono Hadi Yuswono Hadi