PENGARUH INFLUENCER MARKETING, EMOTIONAL VALUE TERHADAP PURCHASING INTENTION VIRTUAL SKIN MOBILE LEGENDS DENGAN EMOTIONAL ENGAGEMENT SEBAGAI VARIABEL MEDIASI

Andini, Septhalia Yossyanna kurnia (2025) PENGARUH INFLUENCER MARKETING, EMOTIONAL VALUE TERHADAP PURCHASING INTENTION VIRTUAL SKIN MOBILE LEGENDS DENGAN EMOTIONAL ENGAGEMENT SEBAGAI VARIABEL MEDIASI. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

This study aims to analyze the infl uence of influencer marketing and emotional value on purchase intention of virtual skin in the Mobile Legends : Bang Bang game, with emotional engagement as a mediating variable. The background of this study is based on the increasing popularity of mobile games and the important role of influencers in influencing consumer behavior, especially among the younger generation. The research method used is quantitative with purposive sampling from 209 respondents who are active players. The results of the study indicate that influencers have a significant influence on emotional engagement, which in turn has a positive effect on purchase intention. In addition, emotional value is also proven to have a positive effect on emotional engagement and purchase intention. However, the direct effect of influencers on purchase intention is not significant, indicating that emotional engagement functions as an important mediator. These findings provide insight for game developers and marketers to design more effective strategies in utilizing influencers and increasing the emotional value of products to drive consumer purchasing decisions. This study also opens up opportunities for further studies on other factors that influence purchase intention in the context of online games. Keywords: Influencer Marketing, emotional value, emotional engagement, purchasing intention, Mobile Legends : Bang Bang

Item Type:	Tugas Akhir/Skripsi
Subjects:	L Education > LC Special aspects of education T Technology > TA Engineering (General). Civil engineering (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Septhalia Yossyanna KA
Date Deposited:	22 Apr 2025 04:49
Last Modified:	22 Apr 2025 04:49
URI:	http://erepository.uwks.ac.id/id/eprint/19701

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