PENGARUH SALES PROMOTION DAN INFLUENCER MARKETING TERHADAP MINAT MEMBELI DALAM MOBILE LEGENDS

Authors

  • Tiffani Carissa STIKOM LSPR
  • Akhmad Edhy Aruman STIKOM LSPR

DOI:

https://doi.org/10.30656/lontar.v7i2.2047

Keywords:

marketing communication, sales promotion, influencer marketing, purchase intention

Abstract

This research examines sales promotion, influencer marketing and purchase intention of
Mobile Legends Bang Bang game. This research aims to determine whether there is influence and the
extent of the influence of sales promotion and influencer marketing towards the in game purchase
intention. The communication model used is technology acceptance model by Venkatesh and Davis.
The methodology in this research is a quantitative approach using multiple linear regression analysis.
The population of this research is Mobile Legends game players who have seen the sales promotion in
the game and influencer marketing through BluePanda’s YouTube channel. Primary data were
collected by distributing questionnaires to 100 respondents. From the research’s result, there is an
influence on sales promotion and influencer marketing simultaneously towards in game purchase
intention with values of contribution equal to 32.3%.

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Published

2019-12-31

Issue

Vol. 7 No. 2 (2019): Lontar: Jurnal Ilmu Komunikasi

Section

Articles

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