PENGARUH PERSEPSI HARGA DAN PERILAKU HEDONIS TERHADAP KEPUTUSAN PEMBELIAN VIRTUAL ITEM GAME MOBILE LEGENDS PADA GENERASI Z KOTA PASURUAN

Abstract

This study aims to analyze the effect of price perception and hedonic behavior on purchasing decisions for virtual items in the Mobile Legends game among Generation Z in Pasuruan City. The background of this study is the rapid growth of the digital economy and online gaming monetization through in-app purchases. The method used is a quantitative approach with a survey. The population consists of Generation Z Mobile Legends players in Pasuruan City who have purchased virtual items. A sample of 78 respondents was selected using a non-probability sampling technique with purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results showed that price perception and hedonic behavior partially and simultaneously have a positive and significant effect on purchasing decisions. The contribution of both variables to the purchase decision reached 50.4%, while 49.6% was influenced by other factors outside this study. These findings emphasize the importance of price perception and hedonic motivations in driving digital item purchases among younger consumers.