Pengaruh Penggunaan E–Wallet, Flash Sale, dan Literasi Keuangan terhadap Perilaku Konsumtif pada Pembelian Produk Virtual dalam Game Online Mobile Legends (Studi Kasus pada Generasi Z Pemain Mobile Legends)

Abstract

This study aims to determine and analyze the effect of using e–wallets, flash sales, and financial literacy on consumptive behavior in purchasing virtual products in the Mobile Legends online game. Along with the increasing popularity of mobile games, especially Mobile Legends, the phenomenon of in–game purchases has become common, which has led to consumptive behavior among players. Factors that trigger this phenomenon are the use of e–wallets, flash sale, and low financial literacy which play a role in leading players to make irrational decisions in spending. The type of research is causal associative using quantitative data. The population in this study is generation Z who play Mobile Legends and actively top up using e–wallets in Medan Johor District where the number is unknown. The sample size is 120 people. This data analysis technique uses descriptive analysis and multiple linear regression analysis. The results of this study indicate that partially the use of e–wallet has a positive and significant effect on the consumptive behavior of purchasing virtual products in the Mobile Legends online game, flash sales has a positive and significant effect on the consumptive behavior of purchasing virtual products in Mobile Legends, and financial literacy has a negative and significant effect on consumptive behavior in purchasing virtual products in the Mobile Legends