MENTAL ACCOUNTING DALAM KEPUTUSAN PEMBELIAN ITEM GAME ONLINE “MOBILE LEGENDS : BANG BANGâ€

Azalia Elfreda Sari, Anastasia Filiana Ismawati

Abstract


This research was conducted to analyze the effect of mental accounting attitude in the decision of purchasing online game items Mobile Legends: Bang Bang. Mental Accounting has a definition of how a person makes decisions in treating their finances with the ability to manage current and future income. This research will analyze mental accounting with component framing effect,specific control, self control, and self report of purchasing game online items Mobile Legends. The research used a descriptive method with a quantitative approach and used a mental accounting theory. Sample taken out by survey questionnaire with 100 respondents distributed to teenegers with ages 18-25 years. Data processing will be carried out by using Structural Equation Modeling (SEM)with Partial Least Square (PLS). The results of this research conclude that the existence of four components of mental accounting, namely the framing effect, specific control, self-control, and self-report have a positive effect on consumer decisions in purchasingMobile Legends online game items. 


Keywords


mental accounting, framing effect; specific account; self report, self control; purchase behavior.

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DOI: https://doi.org/10.37058/jem.v8i2.5204

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