Pengaruh Influencer Marketing, Collaboration Branding, dan Harga terhadap Minat Beli Virtual Skin pada Pemain Game Online Mobile Legends: Bang Bang di Kabupaten Blitar

Julio Andre Setiawan (Universitas Negeri Sayyid Ali Rahmatullah Tulungagung)
Binti Nur Asiyah (Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung)

Jurnal Manajemen dan Bisnis (Performa)
Vol 20, No 1 (2023)

Since the existence of COVID-19, people have had to stay at home, causing people to seek entertainment. One of the easy and cheap entertainment is playing games. This research was conducted because there are more and more game players in Indonesia. Researchers want to know the effect of influencer marketing, collaboration branding, and price on the interest in buying virtual skins among online game players Mobile Legends: Bang Bang in Blitar Regency. Associative research is used in this study, which employs a quantitative approach. This study took 30 respondents by testing data using SPSS 25. This study found that the intention to purchase virtual skin is significantly influenced by partially influencer marketing. Interest in purchasing virtual skins is also influenced in part and significantly by collaboration branding. Interest in purchasing virtual skins is also significantly influenced by price. If these three variables are combined, the research results prove that simultaneously influencer marketing, collaboration branding, and price have a significant effect on the interest in buying virtual skins among online game players Mobile Legends: Bang Bang in Blitar Regency.Sejak adanya COVID-19 membuat masyarakat untuk tetap tinggal di rumah sehingga mengakibatkan masyarakat mencari hiburan. Salah satu hiburan yang mudah dan murah adalah bermain game. Penelitian ini dilakukan karena semakin banyak pemain game yang ada di Indonesia. Peneliti ingin menguji pengaruh influencer marketing, collaboration branding, dan harga terhadap minat beli virtual skin pada pemain game online Mobile Legends: Bang Bang di Kabupaten Blitar. Penelitian dengan jenis penelitian asosiatif ini menggunakan pendekatan kuantitatif. Menggunakan SPSS 25, penelitian ini menguji data dengan 30 responden dari populasi yang tidak diketahui. Penelitian ini menghasilkan influencer marketing berpengaruh signifikan terhadap minat beli virtual skin secara parsial. Untuk collboration branding memiliki pengaruh signifikan juga terhadap minat beli virtual skin secara parsial. Harga ternyata memiliki pengaruh secara signifikan  juga terhadap minat beli virtual skin. Jika digabungkan antara ketiga variabel tersebut, hasil penelitian menghasilkan uji bersama bahwa influencer marketing, collaboration branding, dan harga berpengaruh terhadap minat beli virtual skin secara signifikan pada pemain game online Mobile Legends: Bang Bang di Kabupaten Blitar.