Pengaruh Desain Produk, Iklan, dan Influencer Marketing terhadap Keputusan Pembelian Item Virtual pada Game Mobile Legends

This research aims to analyze the influence of product design, advertising and influencer marketing on purchasing decisions for virtual items in the Mobile Legends game in Kebumen Regency. The population in this research are people in Kebumen Regency who have purchased virtual items for the Mobile Legends game. The number of samples in this research was 100 respondents. The sampling technique used was purposive sampling. The method used in this research is a quantitative method. The data collection technique uses a questionnaire. The data analysis used is descriptive analysis and quantitative analysis with the SPSS 25 for Windows program. The results of this research conclude that the first hypothesis is that the Product Design variable partially has an influence on Purchasing Decisions. The results of the second hypothesis are that the advertising variable partially influences purchasing decisions. The results of the third hypothesis are that the Influencer Marketing variable partially influences purchasing decisions. The results of the fourth hypothesis are that the variables Product Design, Advertising and Influencer Marketing simultaneously have an influence on Purchasing Decisions.