@thesis{thesis,
		author={Vandra  Gunawan},
		title ={PENGARUH FUNCTIONAL VALUE, EMOTIONAL VALUE
DAN SOCIAL VALUE TERHADAP PERILAKU GAMER
DALAM MEMUTUSKAN PEMBELIAN PRODUK VIRTUAL},
		year={2021},
		url={http://eprints.ukmc.ac.id/5275/},
		abstract={The purpose of this study is to analyze and prove empirically whether functional
value, emotional value and social value affect gamers' behavior in deciding to
purchase virtual products. This type of research is a field study. The population in
this study are people who play online games in Indonesia. The sampling technique
in this study used a purposive sampling technique involving 120 respondents. The
analysis technique in this study uses multiple regression while to test the hypothesis
the t test and F test are used. The results in this study indicate that functional value
and emotional value have a positive and significant effect on gamer behavior in
deciding to purchase virtual products. Meanwhile, social value has a negative and
insignificant effect on gamer behavior in deciding to purchase virtual products.

Keywords: Functional Value, Emotional Value, Social Value, Purchase Decision
Microtransaction,Virtual Product}
		}