Pengaruh Event Marketing Dan Promosi Sosial Media Terhadap Keputusan Pembelian Gim “The Sunshines Over Us” Di Indonesia

Abstract

This research aims to analyze the influence of event marketing and advertising on social media on purchasing decisions for the game "The SunShine Over Us" in Indonesia. Against the backdrop of increasing attention to mental health, this game is unique because it focuses on this theme. The research method used is a qualitative approach with descriptive techniques, where primary data is collected through in-depth interviews and online surveys. The research population is game users with samples taken randomly through game developer social media. The research results show that event marketing and social media advertising have a significant influence on game purchasing decisions. Event marketing increases brand awareness and customer engagement, while social media advertising can reach a larger audience. These findings provide insight for game developers in optimizing effective marketing strategies to increase sales and expand awareness about mental health.