Abstract
<p>Free Fire (FF), a shooting simulator game, is one of the most successful games in Indonesian e-sports in 2021, besides Asia and Latin America for the last two years. Besides advertising, the success of this game is also marked by the presence of Tretan Muslim (a comic/content creator) as the brand ambassador. By using the Theory of the Elaboration Likelihood Model (ELM), it is assumed that actions can be formed or changed by being influenced by the ability to influence the communicator and the existence of a message of persuasion. Including, influencing the decision to purchase Free Fire game items in the Indonesian openchat Gamers line The survey of 100 respondents answered the hypothesis: The Free Fire Ad Exposure variable has a positive effect of 0.261; Communicator Credibility Variable on Game Item Purchasing Decisions has a large influence of 0.641 simultaneously the influence of all variables is also positive.</p>
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