Rifky Aditya, Muhammad (2023) PENGARUH SPONSORSHIP BRAND HEAD & SHOULDERS DALAM EVENT E-SPORT MPL ID SEASON 10 TERHADAP PURCHASE INTENTION (SURVEI PADA SUBSCRIBERS CHANNEL YOUTUBE MPL INDONESIA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
E-Sport can be interpreted as a world of competition followed by athletes who study gaming. then many e-sports are also used as sponsors and promote certain products, such as sports advertisements in general. MPL (Mobile Legends Bang Bang Professional League) is an interesting event for companies who want to strengthen their brand by sponsoring the event. One of the official sponsors is the Head & Shoulders brand. Sponsorship in this study is the main variable which is one of the marketing strategies and is included in the Integrated Marketing Communication theory mentioned by Terence A Shimp (2003). The independent variables in this study were measured using three sub-variables, including event factors (X1), sponsorship factors (X2), sponsorship factors (X3) and were tested for influence on the Purchase Intention (Y) variable. This study aims to measure the influence of promotions, event factors, sponsorship factors, sponsorship factors carried out by the Head & Shoulders brand in the MPL ID season 10 E-Sport event that can increase consumer buying interest. The method used is explanatory qualitative, and the sample in this study is 127 respondents. The characteristics of the respondents in this study were MPL ID season 10 viewers who had watched MPL ID season 10 at least twice on the MPL Indonesia Youtube channel, and were at least 18 years old. Data analysis in this study used multiple regression analysis with three classic assumption tests, namely the normality test, multicollinearity test, and heteroscedasticity test. The results of this study indicate that all Sponsorship variables (X) together have a significant effect on Purchase Intention (Y). However, in the individual (partial) test, the Sponsors Factors (X3) variable does not have a significant effect on the Purchase Intention variable, in contrast to the other two variables, namely Event Factors (X1) and Sponsorship factors (X2) which have a significant effect on the Purchase Intention variable. (Y). The variable that has the most dominant influence is the Event Factors variable (X1). So it can be said that Event Factors are the variables that most influence Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | E-Sport dapat diartikan sebagai dunia kompetisi yang diikuti oleh para atlet-atlet yang mendalami di bidang gaming. kemudian e-sports juga banyak dijadikan sebagai sponsor dan mempromosikan produk tertentu, seperti iklan olahraga pada umumnya. MPL (Mobile Legends Bang Bang Professional League) merupakan acara yang menarik bagi perusahaan yang ingin memperkuat brand mereka dengan mensponsori event tersebut. Salah satu official sponsornya adalah brand Head & Shoulders. Sponsorship dalam penelitian ini menjadi variabel utama yang merupakan salah satu strategi pemasaran dan termasuk kedalam teori Integrated Marketing communication yang disebutkan oleh Terence A Shimp (2003). Variabel Independen dalam penelitian ini diukur menggunakan tiga sub-variabel, dengan diantaranya yaitu event factors (X1), sponsorship factors (X2), sponsors factors (X3) dan diuji apakah terdapat pengaruh terhadap variabel Purchase Intention (Y). Penelitian ini bertujuan untuk mengukur pengaruh promosi, event factors, sponsorship factors, sponsors factors yang dilakukan brand Head & Shoulders dalam event E-Sport MPL ID season 10 dapat meningkatkan minat beli konsumen. Metode yang digunakan adalah kualitatif eksplanatif, dan sampel dalam penelitian ini berjumlah 127 responden. Karakteristik responden penelitian ini yaitu penonton MPL ID season 10 yang telah menonton MPL ID season 10 minimal dua kali penayangan di channel Youtube MPL Indonesia, serta telah berusia minimal 18 tahun. Analisis data penelitian ini menggunakan analisis regresi berganda dengan tiga uji asumsi klasik yaitu uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas. Hasil pada penelitian ini menunjukan bahwa keseluruhan variabel Sponsorship (X) secara bersama-sama berpengaruh signifikan terhadap Purchase Intention (Y). Namun dalam pengujian secara individu (parsial), variabel Sponsors Factors (X3) tidak memiliki pengaruh yang signifikan terhadap variabel Purchase Intention, berbeda dengan dua variabel lainnya yaitu Event Factors (X1), dan Sponsorship factors (X2) yang berpengaruh signifikan terhadap variabel Purchase Intention (Y). Adapun variabel yang paling dominan pengaruhnya ialah variabel Event Factors (X1). Sehingga dapat dikatakan bahwa Event Factors merupakan variabel yang paling mempengaruhi Purchase Intention. | |||||||||
| Uncontrolled Keywords: | E-Sport, Sponsorship, Purchase Intention, Event Factors, Sponsorship factors, Sponsors factors, MPL Indonesia. E-Sport, Sponsorship, Purchase Intention, Event Factors, Sponsorship factors, Sponsors factors, MPL Indonesia. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Muhammad Rifky Aditya | |||||||||
| Date Deposited: | 23 Oct 2023 10:59 | |||||||||
| Last Modified: | 23 Oct 2023 10:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30483 |
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