Pengaruh harga, brand image dan promosi terhadap keputusan pembelian virtual item game online Mobile Legend (studi kasus di komunitas online Mobile Legend)

The main objective of this research is to evaluate the influence of the Price (X1), Brand Image (X2), and Promotion (X3) variables on consumer behavior in making purchasing decisions for virtual items in the online game Mobile Legends. This research adopts a quantitative approach with a population consisting of members of the online Mobile Legends community, which is quite significant, with 108 respondents as the sample. Data is collected using a questionnaire with a Likert scale provided through Google Forms using the Snowball Sampling method. The results of the data analysis and findings in this research conclude that price, brand image, and promotion together have a significant influence on the purchase decisions of Virtual Item Mobile Legend products. Affordable pricing is an important factor that positively affects purchase decisions in the context of Virtual Item Mobile Legend products, while a good and positive brand image also has a significant impact. However, promotions, including advertising and discounts on social media, do not affect the purchase decisions of Virtual Item Mobile Legend products in this study.