Pengaruh Collaboration Branding dan Gaya Hidup terhadap Keputusan Pembelian barang di Game Mobile Legends: Bang Bang dada komunitas Mobile Legends Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to analyze the influence of Collaboration Branding and lifestyle on purchasing decisions of in-game items in Mobile Legends: Bang Bang among the student community at Universitas Sumatera Utara. The research employs a quantitative approach using a survey method with questionnaires distributed to 65 respondents selected through the Slovin technique. The results of multiple linear regression analysis indicate that Collaboration Branding does not have a significant partial effect, unlike lifestyle, which has a significant partial effect. However, when analyzed simultaneously, Collaboration Branding and lifestyle significantly influence purchasing decisions. This study provides practical contributions for game developers to optimize marketing strategies based on collaboration and lifestyle while enriching literature on consumer behavior in the digital entertainment industry.