<![CDATA[This study examines the influence of social media content, perceived price, and payment security on purchasing decisions for Unknown Cash (UC) in PUBG Mobile among users in Cilacap Regency. Previous studies have generally examined these variables separately or focused on purchase intention, leaving limited evidence regarding their simultaneous effects on actual purchasing decisions for virtual goods in regional digital gaming communities. This study addresses this gap by integrating the three determinants into a single empirical model, thereby contributing to digital consumer behavior literature. A quantitative causal-associative approach was employed using purposive sampling of 105 PUBG Mobile players aged 17 years or older who had purchased UC. Data were analyzed using SPSS 26 through validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that social media content (t = 4.958; p < 0.001) and payment security (t = 3.960; p < 0.001) positively and significantly influence purchasing decisions, whereas perceived price is not statistically significant (t = 1.908; p = 0.059). Simultaneously, the three variables significantly explain purchasing decisions (F = 151.762; p < 0.001) with an explanatory power of 81.8%. The findings extend digital consumer behavior theory by demonstrating that information quality and transaction security are more influential than price perception in virtual goods purchases. Practically, digital top-up providers should prioritize engaging social media content and transparent payment security to strengthen consumer trust and purchasing decisions]]>
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