This study aims to determine how the influence of Functional
Value, Emotional Value, and Social Value of Intent to Purchase Virtual Items
on Mobile Legend game players in the Management Study Program at Muhammadiyah University
Ponorogo. The method used in this research is quantitative. Population
in this study are students who play Mobile Legend game management study program
Muhammadiyah University of Ponorogo. Sampling technique in research
using snowball sampling in order to obtain a total sample of 100
respondents.
The data in this study uses primary data, where the researchers spread out
questionnaire for data collection. The results of this study indicate that, (1)
Functional Value (X1) affects Intent to Purchase Virtual Item (Y). (2)
Emotional Value (X2) has no effect on Intent to Purchase Virtual Items (Y).
(3) Social Value (X3) has an effect on Intent to Purchase Virtual Items (Y).