Available online at JIME website: https://journal.
id/index.
php/jime/ Price Discount and Impulse Buying at Diamond Game Mobile Legend Bang Bang Darma Gumelar1*.
Fitri Lestari2 Sekolah Tinggi Ilmu Ekonomi (STIE) Ekuitas Bandung.
Bandung.
Indonesia Received: 05th July 2023.
Revised: 17th November 2023.
Accepted: 04th Desember 2023 Available online: 28th December 2023.
Published regularly: December 2023 Abstract Mobile Legends Bang Bang (MLBB) is one of the most popular mobile games in Indonesia.
Since its launch It can be played by more than one person in an area, usually 5 vs 5 and the main goal of the Mobile Legends Bang Bang game is to destroy the opponent's base.
This game also utilizes in-app purchases for its monetization, and diamond is the term for money in the mobile legends Bang Bang game to make purchases in the Mobile legends Bang Bang game.
Therefore, researchers are interested in conducting research on purchasing diamonds on the Mobile Legends Bang Bang site.
This study aims to determine how much influence the price discount has on impulse buying in Mobile Legends Bang Bang diamonds.
The research method used by the authors is descriptive and verification research, while the sample in this research is consumers of the Mobile Legends Bang Bang game.
The research was conducted January Ae Mei 2023 with a sample of 100 respondent who were Mobile Legends Bang Bang.
The data analysis technique used is a Hypothesis Test design with Validity Test.
Reliability Test.
Normality Test.
Simple Linear Regression Analysis.
Correlation Coefficient.
Determination Coefficient, and t test.
The results of the study show that the price discount has a significant effect on impulse buying.
Keywords: price discount, impulse buying *) Corresponding Author Email: darmagumelar6@gmail.
com (Darma Gumela.
Jurnal Ilmu Manajemen dan Ekonomika.
Vol.
No.
1 Desember 2023:15-24 Abstrak Mobile Legends Bang Bang (MLBB) merupakan salah satu ponsel game terpopuler di Indonesia.
Sejak diluncurkan pada tahun 2016.
Dapat dimainkan oleh lebih dari satu orang yang ada dalam area, biasanya 5 vs 5 dan tujuan utama dari game Mobile Legends Bang Bang adalah menghancurkan base lawan.
Game ini juga memanfaatkan pembelian dalam aplikasi game untuk monetisasinya, dan diamond adalah istilah uang dalam game mobile legends Bang Bang untuk melakukan pembelian yang ada di game Mobile legends Bang Bang.
Oleh karena itu, peneliti tertarik untuk melakukan penelitian tentang pembelian diamond di situs Mobile Legends Bang Bang.
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh diskon harga terhadap pembelian impulsif pada diamond Mobile Legends Bang Bang.
Metode penelitian yang digunakan oleh penulis adalah jenis penelitian deskriptif dan verifikatif sedangkan sampel dalam penelitian ini adalah konsumen game Mobile Legends Bang Bang.
Penelitian dilakukan Januari Ae Mei 2023 dengan sampel berjumlah sebanyak 100 responden yang merupakan konsumen Mobile Legends Bang Bang.
Teknik analisa data yang digunakan adalah rancangan Uji Hipotesis dengan Uji Validitas.
Uji Reliabilitas.
Uji Normalitas.
Analisis Regresi Linear Sederhana.
Koefesien Korelasi.
Koefisien Determinasi, dan Uji t.
Hasil penelitian menunjukkan bahwa diskon harga berpengaruh signifikan terhadap pembelian impulsif.
Kata Kunci: diskon harga, pembelian impulsive INTRODUCTION The development of the industrial age or 2013 Ae 2021, online games are growing rapidly technology that is increasingly advanced and fast sophisticated and playing games has become easier affects life in society.
For example, to play games to play games using smartphones.
For example, through an internet connection that can be done by games based on smartphones are PUBG Mobile, looking for a cellular network or wifi to be able to Mobile Legends Bang Bang.
Free Fire.
Arena of connect to a gaming connection called online Valor.
Call of Duty and many other smartphone Online games are online electronic games The results of the consumer presurvey on the that are played on computers, smartphones, video Diamond Online Game Mobile Legends Bang games, laptops, and other gaming devices that are Bang.
multiplayer or can be played by many users at the same time and in different places.
Based on the pre-survey results in the table above from 30 respondents, it shows that in the first Indonesia has a wide variety of online games that question there were 8 who said yes and 22 developed in early 2010.
At that time, games that respondents who said they did not agree to the could only be played on computers, such as Dota, discount made according to consumer wishes.
This Point Blank.
Counter Strike, and League Of is because the discounts given by mobile legends are Legends were growing rapidly at that time.
Entering still less than competitors who do frequent discounts Gumelar.
, & Lestari.
Price Discount and.
ISSN: 2084-309(Prin.
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Tabel 1.
Mobile Legends Diamond Consumer Response Question Mobile Legends Diamond Consumer Response Percentage Yes The discount made by mobile legends has met the expectations of mobile legends bang bang users.
,7%)
,3%)
The period or Period of discount given is appropriate Mobile Legends User Expectations .
,3%) .
,7%) .
,7%) .
,3%) .
,3%) .
,7%) I will buy diamonds without planning beforehand and will buy diamonds suddenly without thinking .
%) .
%) I will buy diamonds for pleasure I will buy diamonds without thinking about the availability of money about other important needs Then in the second question, there were 10 stated yes and 24 respondents stated that they did respondents who said yes and 20 respondents said not agree to buy diamonds without planning they did not agree to the period or period of time that beforehand and would buy diamonds suddenly discounts were made on mobile legend diamonds.
without thinking about other important needs.
This This respondent wants a longer discount or a set is very problematic because respondents prefer time at the time the discount lasts.
Then the third other interests rather than buying diamonds question there were 14 respondents said yes and 16 suddenly and without planning.
said they did not agree to buy diamonds to get The fact shows that many respondents said no This is a little different comparison, there compared yes with pre-survey questions conducted are still many who say disagree because getting about price discount and impulse buying variables.
pleasure does not need to buy diamonds.
That said.
This is a problem because the mobile legends in yes, some buy diamonds to have fun getting the offering diamonds is still lacking with discounts desired product in mobile legends.
Then the fourth made so that users who want to buy diamonds feel question there were 7 respondents stating yes and 23 disappointed with the expensive price or the respondents stating that they did not agree to buy diamond promo is little compared to its competitors.
diamonds without thinking about the availability of Nowadays people have more time, freedom of This choice and peace of mind in making decisions (Haq, respondents must first think about the availability of Planned purchases are based on consumer their money to buy diamonds.
needs, while unplanned purchases are buying goods Finally, the fifth question was 6 respondents without delay, without additional evaluation and Jurnal Ilmu Manajemen dan Ekonomika.
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1 Desember 2023:15-24 acting on desires (Moayery et al, 2.
Unplanned choices in products that are given discounts.
purchase decisions may arise because consumers According to Mehta and Chugan .
stated are interested in the promotions given and feel impulse buying is a purchase made without much suitable, such as cashback, discounts, bonus thought, this is done without involving much packages and gifts (Lestari, 2.
Factors causing evaluation of different things such as needs, impulsive buying include discount prices and affordability, price, etc.
According to Mowen and positive emotions (Gumilang and Nurcahya, 2.
Winor .
explain that impulse buying is an act The objectives of this study based on the formulation of the problem above are as follows: To find out the price discount on diamonds in the According to Suwarman .
Impulse buying is mobile legends game application.
To find out the tendency of consumers to make purchases impulse buying on diamonds in the mobile legends spontaneously, not reflective, rushed and driven by game application, and To find out the effect of price psychological aspects.
discount on impulse buying on diamonds in the mobile legends game application.
There are five dimensions of impulse buying According to Beatty and Ferrel .
n Susilawati, 2.
, which are as follows: First, the urge to shop
THEORETICAL
FRAMEWORK
AND
HYPOTHESIS DEVELOPMENT
According to (Kotler &.
Keller, 2.
price (Urge to Purchas.
is a sudden urge triggered by a visual confrontation with a product or promotional discount, is a savings offered to consumers from the The second pleasure of shopping (Shopping normal price of a product.
According to Peter and Enjoymen.
is the attitude of buyers or shoppers Olson .
4: .
define price discounts as a related to obtaining satisfaction, seeking, having fun pricing strategy that involves a long-term plan to and playing.
Third, time availability (Time systematically reduce prices after introducing Availabl.
time available refers to the time products at high prices.
According to Tjiptono available for individuals to shop.
Fourth, the .
6: .
, price discount is a discount given by availability of money (Money Availabl.
, namely sellers to buyers because of certain activities and money available refers to the amount of budget or attracts buyers.
extra funds owned by someone that must be spent There are three dimensions of price discount when shopping.
The five impulse buying tendencies according to Sutisna .
2: .
, which are as are the level of tendency of participants to behave to follows: First, the amount of the discount is the size buy spontaneously, and suddenly.
of the discount given when the product is This research hypothesis is based on the The second discount period is the period relationship between variables, so the research given at the time of the discount.
The three types of hypothesis is made as follows "There is an influence products that get discounts are the diversity of between price discount variables on impulse Gumelar.
, & Lestari.
Price Discount and.
ISSN: 2084-309(Prin.
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more variables.
The purpose of this approach is to find out whether one variable has an influence on RESEARCH METHOD other variables, in this study.
Object of Research According to Sugiyono .
9: .
, the object of Population and Sample research is everything in any form determined by According to Sugiyono .
9: .
population is the researcher to be studied so that information is a generalization area consisting of: objects / subjects obtained about it, then conclusions are drawn.
The that have certain quantities and characteristics set by object of this study is users or consumers who buy researchers to be studied and then drawn diamonds in the Mobile Legends Bang Bang online The population in this study is consumers in the online game mobile legend bang According to Sugiyono .
9: .
"The research method is a scientific way to obtain data with According to Sugiyono .
9: .
samples are specific purposes and uses".
This research method part of the number and characteristics possessed by used in conducting this research is to use descriptive the population.
This sample is used if the population and vericative research in a quantitative approach, size is large and unknown, so there are limitations because there are variables and there are in conducting research, both limited time, money relationships and objectives for a structured picture, and energy.
The sample used in this study is the about the facts between the variables studied.
The person the author met during the research who will quantitative method in Sugiyono .
9: .
is a purchase diamonds in the online game mobile research method used to examine the population of legend bang bang.
According to Sugiyono .
a certain sample, data collection using research .
if the number of populations in the study is not instruments, quantitative or statistical data analysis known with certainty, then the calculation of the with the aim of testing hypotheses that have been number of samples can use the Cochran formula as follows: ycu = The descriptive research approach according to Sugiyono .
0: .
is research conducted to determine the existence of independent variables, either only one variable or more .
tand-alone variable.
without making comparisons of the variables themselves and looking for relationships with other variables.
The verification research method according to Sugiyono .
0: .
is a formulation of research problems that are in the nature of asking the relationship between two or ycs 2 ycyyc
0,96
0,01
= 96 then it is rounded to 100.
From these results, a sample that acts as respondents from this study has been determined to be 100 respondents.
Sampling Technique According to Sugiyono .
9: .
sampling technique is a sampling technique to determine the sample to be used in research, there are several sampling techniques used.
Sampling techniques can basically be grouped into two, namely probability Jurnal Ilmu Manajemen dan Ekonomika.
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1 Desember 2023:15-24 sampling and non-probability sampling.
The research, because the main purpose of research is to sampling technique used in this study is non- obtain data for further research.
Data collection probability sampling.
According to Sugiyono .
9: .
, non-probability sampling is a sampling techniques, questionnaires, and interviews.
technique that does not provide equal opportunities This research in conducting field research only or opportunities for every element or member of the uses questionnaires.
According to Sugiyono .
population to be selected as a sample.
questionnaire is a data collection technique Non-probability sampling consists of systematic, carried out by providing a set of questions related to quota, incidental, saturated, purposive and snowball the object under study, given one by one to sampling sampling.
In this research report, respondents who are directly related to the object researchers use Incidental Sampling, according to Questionnaires will be given to consumers Sugiyono .
9: .
Incidental Sampling is a of the mobile legend bang bang game.
This is to sampling technique based on chance, namely obtain information about responses related to anyone who happens to meet the researcher and can The distribution of questionnaires can be be used as a sample.
through writing or digitally by distributing questionnaires directly to respondents or 100 Data Sources and Data Collection A data source is anything that can provide through Google Form accompanied by alternative answers that have been provided.
information regarding related research.
The data Data collection or information is carried out by used in this study uses two types of data sources, reading and studying literature or sources related to according to Sugiyono .
0: .
stated that when the problem under study.
Literature studies can be viewed from the source, the data is divided into two, obtained secondary data, namely litellatures, books, namely primary data and secondary data, which are which are related to the object under study and aim as follows:
to find out theories that have something to do with Primary data is data obtained or collected in the the researcher's problem.
field by people who conduct research or who need it.
In this study, the primary data is in the RESULT.
DISCUSSION.