| dc.contributor.author | Sari, Azalia Elfreda | |
| dc.date.accessioned | 2026-02-02T08:37:53Z | |
| dc.date.available | 2026-02-02T08:37:53Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9127 | |
| dc.description | This study aims to analyze the effect of mental accounting components in the decision of purchasing online game items Mobile Legends: Bang Bang. Adding game items when playing Mobile Legends does not have an effect on playing skills, however consumers are still interested in buying game items so that every year the income of Mobile Legends items increases. In this study, mental accounting theory is used as a basis for detecting behavior of purchasing decisions for Mobile Legends items. This study presents new research by providing analytical results based on the views of students’ mindsets. In other studies, no one has conducted research based on student thinking. This study uses a purposive sampling technique by employing a questionnaire survey distributed to Undergraduate Accounting Students at Ciputra University, Surabaya. This study also uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) for data analysis. This study proves that the variables of self control and specific account have a positive and significant effect, while the variables of framing effect and self-report have a negative and insignificant effect. This shows that empirically students have not fully applied mental accounting when making decisions to purchase Mobile Legends items. The result of this study provides insight into the influence of managing thoughts when transacting Mobile Legends items. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menganalisis apa pengaruh sikap mental accounting terhadap keputusan pembelian item game online Mobile Legends: Bang Bang. Penggunaan item game saat bermain Mobile Legends tidak memberi pengaruh terhadap penambahan skill bermain, namun konsumen tetap tertarik untuk membeli item game hingga setiap tahun pendapatan item game Mobile Legends terus mengalami kenaikan. Pada penelitian ini teori mental accounting menjadi dasar dalam mendeteksi perilaku keputusan pembelian item game Mobile Legends. Studi ini menyajikan penelitian baru dengan memberikan hasil analisis berdasarkan pandangan pola pikir mahasiswa. Penelitian lain belum ada yang melakukan penelitian yang didasarkan dengan pemikiran mahasiswa. Pengambilan sampel menggunakan teknik purposive sampling dengan menggunakan survei kuesioner yang disebarkan kepada mahasiswa/i Program Studi Akuntansi Strata 1 di Universitas Ciputra Surabaya. Pengujian data dilakukan dengan model Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil dari penelitian ini membuktikan bahwa variabel self control dan specific account berpengaruh positif dan signifikan, sedangkan variabel framing effect dan self report berpengaruh negatif dan tidak signifikan. Hal ini menunjukkan bahwa secara empiris mahasiswa belum sepenuhnya menerapkan mental accounting dalam membuat keputusan pembelian item game Mobile Legends. Hasil studi ini memberikan wawasan tentang pengaruh dari mengelola pikiran saat melakukan transaksi item game Mobile Legends. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | UNIVERSITAS CIPUTRA SURABAYA | en_US |
| dc.subject | mental accounting, framing effect, self report, self control, specific account dan keputusan pembelian. | en_US |
| dc.subject | mental accounting, framing effect, self report, self control, specific account and purchase decision. | en_US |
| dc.title | PENGARUH KOMPONEN MENTAL ACCOUNTING DALAM KEPUTUSAN PEMBELIAN ITEM GAME ONLINE “MOBILE LEGENDS: BANG BANG” | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 62201 | |
| dc.identifier.nim | 0106041910013 | |
| dc.identifier.dosenpembimbing | Anastasia Filiana Ismawati | |
