PENGARUH INFLUENCER MARKETING DAN NILAI EMOSIONAL TERHADAP NIAT BELI PRODUK VIRTUAL SKIN PADA GAME MOBILE LEGENDS: BANG BANG

THE EFFECT OF INFLUENCER MARKETING AND EMOTIONAL VALUE TOWARD PURCHASE INTENTION ON VIRTUAL SKIN PRODUCTS IN THE MOBILE LEGENDS GAME: BANG BANG

Perkembangan pasar game online semakin meningkat karena intensitas penggunaan internet dan kebutuhan konsumen akan hiburan. Perusahaan berlomba-lomba dalam memperebutkan pasar dengan cara meningkatkan niat beli konsumen, salah satunya dengan memanfaatkan keberadaan influencer dan juga nilai emosional konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing dan nilai emosional terhadap niat beli. Penelitian ini menggunakan pendekatan penelitian kuantitatif, analisis data menggunakan metode regresi linier berganda dengan aplikasi SPSS 25. Kuesioner dibagikan secara online kepada 100 responden yang mengenal Oura dan pernah melakukan Top-up pada game Mobile Legends. Ditemukan dalam penelitian ini bahwa variabel influencer marketing berpengaruh positif signifikan terhadap niat beli, nilai emosional juga berpengaruh positif signifikan terhadap niat beli. Dari penelitian ini Mobile Legend dapat mengisi strategi untuk meningkatkan niat beli konsumen melalui influencer, karena Oura sebagai influencer dapat memberikan informasi yang mudah dipahami bagi responden Sedangkan nilai emosional dapat meningkatkan niat beli konsumen Mobile Legends ketika konsumen mendapatkan skin yang diinginkan.

Kata kunci: nilai emosional; pemasaran influencer; mobile legends; permainan online; niat beli

The development of the online game market is increasfing due to the intensity of internet use and the consumer's need for entertainment. Companies are competing in compete for the market by increasing consumer purchase intentions, one of which is by taking advantage of the presence of influencers and also the emotional value of the consumer. This research has a purpose to determine the influence of influencer marketing and emotional value toward purchase intention. This study used a quantitative research approach, data analysis using the multiple linearregression method with SPSS 25 application. Questionnaires are distributed online to 100 respondents who know Oura and have done Top-up on the Mobile Legends game. It was found in this study that the influencer marketing variable has a significantly positive effect on purchase intention, emotional value also has a significantly positive effect on purchase intention. From this research, Mobile Legend can fill out strategies to increase consumers' purchase intentions through influencers, because Oura as an influencer can provide information that is easy to understand for respondents While the emotional value can increase the purchase intention of Mobile Legends consumers when consumers get the desired Skin.

Keywords: emotional value; influencer marketing; mobile legends; online game; purchase intention