Balance: Jurnal Ekonomi
Vol. 17 No. 1 (2021): (June 2021)

THE EFFECT OF PRICE ON THE PURCHASE DECISION OF VIRTUAL GOODS IN ONLINE GAME APPLICATIONS MODERATED BY LIFESTYLE

Machrus, Achmad (Unknown)
Marlena, Novi (Unknown)

Article Info

Publish Date
26 Jun 2021

Abstract

The research was aims to determine 1) how the impact of prices on purchasing decisions, 2) whether lifestyle strengthens the effect of prices on purchasing decisions virtual goods in online games app. The type of research that is used is quantitative research which uses a sampling technique that is purposive sampling with 115 respondents. The data was collected by distributing questionnaires via a google form. This study uses the data analysis techniques MRA (Moderated Regression Analysis). The results of this study prove that 1) prices have a positive impact on the purchase decision of virtual goods in online games app, 2) lifestyle strengthens the effect of prices on purchase decision virtual goods in online games app.

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Journal Info
Balance: Jurnal Ekonomi
Website

Abbrev

jeb

Publisher

Universitas Muhammadiyah Makassar

Subject

Economics, Econometrics & Finance

Description

Balance: Jurnal Ekonomi has p-ISSN 1858-2192 and e-ISSN 2686-5467 published by the Development Economics Study Program of the Faculty of Economics and Business, Muhammadiyah University of Makassar, this journal publishes research articles in the field of Economics. This journal publishes research ...