THE EFFECT OF PERCEIVED VALUE AND SATISFACTION ON PURCHASING DECISIONS FOR VIRTUAL ITEMS IN THE MOBILE LEGENDS BANG BANG GAME (CASE STUDY: BANDUNG CITY)

Authors

  • Agustira Yandra Universitas Telkom Author
  • Taufan Umbara, S.T., M.M. Universitas Telkom Author

Keywords:

Perceived Value, Satisfaction, Purchase Decision, Virtual Items, Mobile Legends

Abstract

Mobile Legends: Bang Bang has become one of the most popular games in the world and one of the online games with the highest number of downloads in Indonesia. Therefore, this study aims to prove the effect of perceived value and satisfaction on purchasing decisions for virtual items in the Mobile Legends game in Bandung City.

This research uses quantitative descriptive methods. The sample of this study amounted to 385 respondents with the criteria of having bought virtual items in the Mobile Legends game. sampling technique using purposive sampling. Based on Hypothesis testing, Perceived Value has a positive and significant effect on Purchasing Decisions as well as satisfaction has a positive and significant effect on Purchasing Decisions for virtual items in the Mobile Legends game. The regression analysis test results show that Perceived Value and Satisfaction together have a significant impact on purchasing decisions for virtual items in the Mobile Legends game in Bandung City.

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Published

2025-12-30

Issue

Vol. 3 No. 1 (2025): Proceedings of the 3th International Conference on Education, Economics, Business, Entrepreneurship, and Finance (ICEBEF 2025)

Section

Articles