PENGARUH WEAPON SKIN DAN SOCIAL INFLUENCE TERHADAP KEPUTUSAN PEMBELIAN: PERAN MEDIASI EMOTIONAL ATTACHMENT PADA PEMAIN VALORANT DI KOTA MALANG

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Weapon Skin dan Social Influence terhadap Keputusan Pembelian, dengan Emotional Attachment sebagai variabel mediasi, pada pemain aktif game VALORANT di Kota Malang. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling terhadap 160 responden, dan analisis data dilakukan menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa Weapon Skin tidak berpengaruh signifikan terhadap Emotional Attachment maupun Keputusan Pembelian. Social Influence berpengaruh positif dan signifikan terhadap Emotional Attachment serta Keputusan Pembelian. Emotional Attachment berpengaruh positif dan signifikan terhadap Keputusan Pembelian, serta memediasi pengaruh Social Influence terhadap Keputusan Pembelian, namun tidak memediasi pengaruh Weapon Skin terhadap Keputusan Pembelian.

This study aims to analyze the influence of Weapon Skin and Social Influence on Purchase Decisions, with Emotional Attachment as a mediating variable, among active VALORANT players in Malang City. This research employed a quantitative method with purposive sampling involving 160 respondents, and the data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The results indicate that Weapon Skin has no significant effect on Emotional Attachment or Purchase Decisions. Social Influence has a positive and significant effect on both Emotional Attachment and Purchase Decisions. Emotional Attachment has a positive and significant effect on Purchase Decisions and mediates the influence of Social Influence on Purchase Decisions, but does not mediate the effect of Weapon Skin on Purchase Decisions.