Pengaruh Harga, Konten Video Pendek di Tiktok, dan Konten Video Pendek di Instagram terhadap Keputusan Pembelian Konsumen dalam Transaksi Top up Diamond Mobile Legends: Bang Bang melalui Website Papipum.Com
DOI:
https://doi.org/10.58192/wawasan.v4i1.4047Keywords:
Instagram, Price, Purchasing Decision, Short-Form Video, TikTokAbstract
This study aims to analyze the influence of price, short-form video content on TikTok, and short-form video content on Instagram on consumers’ purchasing decisions in Mobile Legends: Bang Bang diamond top-up transactions through the Papipum.com website. The independent variables in this study consist of price (X1), short-form video content on TikTok (X2), and short-form video content on Instagram (X3), while the dependent variable is the purchasing decision (Y). The research employs a quantitative method with a hypothesis-testing approach using measurable data. Data sources include both primary and secondary data. Sampling was conducted using a non-probability sampling method with a purposive sampling technique involving 100 respondents. The criteria for respondents were active Mobile Legends: Bang Bang players who had made at least one diamond top-up transaction through Papipum.com within the last six months, specifically from May to October 2025, and who were active users of TikTok and Instagram social media platforms. Data analysis was performed using multiple linear regression. The results indicate that price does not have a significant effect on purchasing decisions. In contrast, short-form video content on TikTok and short-form video content on Instagram have a significant influence on consumers’ purchasing decisions in Mobile Legends: Bang Bang diamond top-up transactions through the Papipum.com website.
References
Arya, S. M., Wahid, R., & Purnamasari, E. D. (2022). Pemasarasan melalui media sosial di TikTok: Apakah waktu dan tipe konten memengaruhi tingkat keviralan? Jurnal Ilmu Manajemen, 12(1), 17–34.
Biederman, I., & Vessel, E. A. (2006). Perceptual pleasure and the brain: A novel theory explains why the brain craves information and seeks it through the senses. American Scientist, 94(3), 247-253.
Chandrawijaya, M., & Angelia, A. (2022). Pengaruh EWOM dan content marketing Instagram Reels terhadap keputusan pembelian pada Shopee Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(4), 445-456. https://doi.org/10.24912/jmbk.v6i4.19856
Diva, A. F., & Tutiasri, R. P. (2023). Analisis faktor-faktor yang mempengaruhi keputusan konsumen dalam pembelian virtual items pada game online Mobile Legends: Bang Bang. Diponegoro Journal of Management, 12(3), 1-10.
Edriasa, R., & Sijabat, R. (2022). Pengaruh konten video pendek TikTok terhadap minat beli konsumen. Jurnal Manajemen dan Bisnis, 5(2), 123-135.
Hamdani, R., & Azhar, M. (2025). Pengaruh Instagram Reels dan Stories terhadap brand awareness dan purchase intention. Jurnal Komunikasi dan Media Digital, 8(1), 23-35.
Khaliq, I., Listyorini, S., & Pradhanawati, A. (2022). "Mobile Legends Bang Bang" (Studi pada konsumen Mobile Legends Bang Bang Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(3), 411–419.
Kotler, P. (2001). Manajemen pemasaran: Analisis, perencanaan, implementasi dan kontrol. PT Prenhallindo.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2016). E-commerce: Business, technology, society (12th ed.). Pearson.
Pang, M., & Tarigan, A. (2023). Pengaruh konten sosial media marketing pada aplikasi TikTok terhadap keputusan pembelian Shopee. Jurnal Manajerial dan Kewirausahaan, 3(1).
Papipum.com. (2024). Tentang kami. Diakses pada 16 November 2024, dari
Pauzi, M. R., Hadita, & Dovina. (2023). Pengaruh promosi dan harga terhadap keputusan pembelian melalui variabel intervening minat beli voucher game Valorant (Studi kasus mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bhayangkara Jakarta Raya). Jurnal Economina, 2(9).
Setiawan, A. (2023). Analisis pengaruh media sosial Instagram terhadap minat beli konsumen game Mobile Legends. Jurnal Bisnis dan Pemasaran Digital, 7(2), 112-125.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
Stanton, W. J. (2012). Prinsip pemasaran (7th ed.). Erlangga.
Statista. (2024). Mobile Legends player statistics. Statista.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tjiptono, F. (2019). Pemasaran jasa: Prinsip, penerapan, dan penelitian. Andi Offset.
Wahyudi, R. (2022). Pengaruh iklan di Instagram dan influencer marketing terhadap keputusan pembelian skin Mobile Legends. Jurnal Ekonomi dan Bisnis Digital, 11(3), 234-245.
Wenli, Z. (2019). The influence of short video marketing on consumer purchase intention. Journal of Marketing Studies, 12(3), 78-92.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
