PENGARUH NILAI EMOSIONAL, NILAI FUNGSIONAL, NILAI SOSIAL TERHADAP NIAT BELI VIRTUAL ITEM DI DALAM GAME ONLINE (STUDI PADA PEMAIN MOBILE LEGENDS : BANG-BANG)

The purpose of this study is to explain the role of the influence of Emotional Values, Functional Values, Social Values on Purchase Intentions on virtual items in online games. This research was conducted on users or players of the Mobile Legends: Bang-Bang game with a sample of 110 respondents through a purposive sampling method with the criteria being Users or players of the Mobile Legends: Bang-Bang game who are in social media groups on the Whatsapp, Line, and Discord platforms. Sampling was done through questionnaires and data analysis using non-probability sampling technique and the method used was judgmental sampling. With data analysis using multiple linear regression testing using SPSS for windows version 21.0. The conclusion of the study shows that the effect of emotional value has a positive and significant effect on purchase intention on virtual online game items, functional value has a positive and significant effect on purchase intention on online virtual game items, social value has a positive and significant effect on purchase intention in online virtual games.