Abstract

This study analyzes the influence of User-Generated Content (UGC) and Influencer Marketing on Purchase Decision of Mobile Legends players from Generation Z in Indonesia, using a quantitative approach. Data were collected from 55 respondents and analyzed using the Partial Least Squares (PLS) method with the SmartPLS v.4.0 program. The results show that UGC has a positive and significant influence on Purchase Decision, while Influencer Marketing has no significant influence on Purchase Decision. This study contributes to the literature on digital consumer behavior in the gaming industry, specifically highlighting the dominant role of UGC in shaping Purchase Decision, and providing implications for evaluating the effectiveness of influencer-based marketing strategies in the context of online games.

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