PENGARUH EVENT MARKETING, INFLUENCER, DAN FINANCIAL LITERACY TERHADAP KEPUTUSAN PEMBELIAN PRODUK DIAMOND MOBILE LEGENDS:

BANG BANG

Penelitian ini bertujuan untuk menganalisis pengaruh event marketing, influencer, dan financial literacy terhadap keputusan pembelian Diamond dalam game Mobile Legends: Bang Bang di Surabaya. Metode yang digunakan adalah kuantitatif dengan teknik survei terhadap 97 responden pemain aktif yang pernah membeli Diamond. Hasil analisis regresi menunjukkan bahwa ketiga variabel tersebut berpengaruh signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian. Event marketing menciptakan daya tarik melalui pengalaman acara, influencer memengaruhi melalui kedekatan dengan audiens, sedangkan financial literacy membantu pemain membuat keputusan yang lebih bijak. Temuan ini penting untuk strategi pemasaran digital dalam industri game

This study aims to analyze the influence of event marketing, influencers, and financial literacy on Diamond purchasing decisions in the Mobile Legends: Bang Bang game in Surabaya. The method used was quantitative, with a survey technique involving 97 respondents who were active players who had purchased Diamonds. The results of the regression analysis showed that all three variables had a significant influence, both partially and simultaneously, on purchasing decisions. Event marketing creates attraction through the event experience, influencers influence through closeness to the audience, while financial literacy helps players make wiser decisions. These findings are important for digital marketing strategies in the gaming industry.