The Influence of Influencers and Product Innovation on Purchasing Decisions for Virtual Products in Mobile Legend

Study on Mobile Legend Universe Discord

Abstract

This study aims to analyze the influence of influencers and product innovation on purchasing decisions for virtual products in the Mobile Legends game, with a case study of the Mobile Legend Universe Discord community. The study used quantitative methods with a multiple regression analysis approach to test the relationship between the independent variables (influencers and product innovation) and the dependent variable (purchase decision). The results showed that influencers have a positive influence of 35.6% on purchasing decisions, with the main indicators being reputation and information updates submitted by influencers. Meanwhile, product innovation exerts a greater influence, at 50.4%, mainly through affordable product prices and product revisions that improve user experience. Simultaneously, these two variables influence purchase decisions by 54.4%, while the other 46.2% is influenced by other factors not explained in this study. These findings underscore the importance of influencer-based marketing strategies and product innovation in increasing player interest in and loyalty to in-game virtual products.