THE INFLUENCE OF PRODUCT DESIGN ON PURCHASING DECISIONS OF VIRTUAL ITEMS ON MOBILE LEGENDS BANG-BANG GAME WITH PRICE AS A MODERATION VARIABLE

THE INFLUENCE OF PRODUCT DESIGN ON PURCHASING DECISIONS OF VIRTUAL ITEMS ON MOBILE LEGENDS BANG-BANG GAME WITH PRICE AS A MODERATION VARIABLE

Relationship marketing, product design, price, purchase decision.

This research aims to find the influence of product design on purchasing decisions with price as a moderating variable. The grand theory in this research is relationship marketing, which is an approach to marketing that emphasizes fostering, developing and maintaining long-term relationships with customers rather than just focusing on short-term buying and selling transactions. Researchers used 3 variables in this research, namely product visuals, price and purchasing decisions. The population in this study was all 110 participants who were members of the esports community in Surabaya. After the researchers distributed the questionnaire, it was found that the response rate for respondents in this study was 74.54% or 82 respondents. The results of the first hypothesis show that product design influences purchasing decisions. The results of the second hypothesis indicate that price negatively moderates the relationship between product design and purchasing decisions

Junko Alessandro Effendy1, Thalia Nikky Siswono2, Fernando Arron Susilo3
Vivia Pauline Harliana4, Catherine Lorena Valentina Franoto5

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023-12-27

peri irawan

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