Pengaruh Gaya Hidup Konsumtif dan Harga Diskon pada Games Mobile Legends Terhadap Impulse Buying
(Case Study: Generasi Z yang ada Di Jakarta)
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Institusion
Universitas Bakrie
Author
Adhitama, Muhammad Reza Kurnia
Subject
Management
Datestamp
2023-02-20 07:20:19
Abstract :
Online games have become a lifestyle and also a trend in society, many online game users have a habit of buying virtual goods that can support their performance in playing games. This study aims to analyze the effect of consumptive lifestyles and discounted prices in Mobile Legends games on impulse buying (Case Study: Generation Z in Jakarta). The population of this study is the z generation (born 1995-2010) who live in the Jakarta area with a total sample of 124 respondents. The sampling technique in this study was Non-Probability Sampling with the data analysis method using multiple linear regression using SPSS v25 software. The data analysis technique in this study is the Feasibility Test of the model which consists of Validity and Reliability Tests, Classical Assumptions Test which consists of Normality Test, Multicollinearity Test and Heteroscedasticity Test then hypothesis test which consists of Partial Test (T), Simultaneous Test (F), and Coefficient Determination (R2). The results of the study show that the consumptive lifestyle variable has no positive and partially significant effect on impulse buying in the Mobile Legends game, discount prices have a positive or partially significant effect on impulse buying in the mobile legends game, then followed by a consumptive lifestyle. and Discounted Prices simultaneously have a positive and significant effect on Impulse Buying in the Mobile Legends Game.
Online games have become a lifestyle and also a trend in society, many online game users have a habit of buying virtual goods that can support their performance in playing games. This study aims to analyze the effect of consumptive lifestyles and discounted prices in Mobile Legends games on impulse buying (Case Study: Generation Z in Jakarta). The population of this study is the z generation (born 1995-2010) who live in the Jakarta area with a total sample of 124 respondents. The sampling technique in this study was Non-Probability Sampling with the data analysis method using multiple linear regression using SPSS v25 software. The data analysis technique in this study is the Feasibility Test of the model which consists of Validity and Reliability Tests, Classical Assumptions Test which consists of Normality Test, Multicollinearity Test and Heteroscedasticity Test then hypothesis test which consists of Partial Test (T), Simultaneous Test (F), and Coefficient Determination (R2). The results of the study show that the consumptive lifestyle variable has no positive and partially significant effect on impulse buying in the Mobile Legends game, discount prices have a positive or partially significant effect on impulse buying in the mobile legends game, then followed by a consumptive lifestyle. and Discounted Prices simultaneously have a positive and significant effect on Impulse Buying in the Mobile Legends Game.
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