Faktor - Faktor Yang Menentukan Keputusan Pembelian Produk Virtual Dalam Online Games Mobile Legends

This study aims to determine (1) the factors that determine the purchasing decision of virtual products in online games Mobile Legends, and (2) the most dominant factor determining the decision of purchasing virtual products in online games Mobile Legends. This research uses a type of quantitative research with data collection techniques using questionnaires and analyzed with factor analysis. The samples in this study were students of Ganesha University of Education with purposive sampling techniques. The results of this study indicate that (1) the factors that determine the decision to purchase virtual products are social value factors, functional value factors, emotional value factors, and (2) the dominant factor determining virtual product purchasing decisions is the social value factor with varimax rotation value of 31.882%