Pengaruh Sponsor Esports dalam Liga Profesional Mobile Legends terhadap Asosiasi Merek dan Niat Pembelian

Nathanel, Jeshen Oktavian (2025) Pengaruh Sponsor Esports dalam Liga Profesional Mobile Legends terhadap Asosiasi Merek dan Niat Pembelian. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam beberapa tahun belakangan ini, dunia telah menyaksikan pertumbuhan pesat dalam sponsor esports. Berbagai industri, mulai dari Hardware, FMCG, Musik, hingga Otomotif, telah memanfaatkan sponsor esports untuk mencapai tujuan bisnis mereka di pasar esports yang sangat potensial. Salah satu contoh yang menonjol adalah Mobile Legends Professional League (MPL), yang telah menjadi platform penting bagi berbagai merek untuk menjangkau audiens yang luas dan terlibat. Namun, penelitian tentang sponsor esports masih sangat terbatas, terutama yang berkaitan dengan Pengaruhnya terhadap branding dan penjualan. Oleh karena itu, studi ini bertujuan untuk mengembangkan model konseptual untuk esports dan mengevaluasi bagaimana sponsor esports dapat mempengaruhi asosiasi merek dan niat pembelian konsumen. Data dikumpulkan dari gamers di Indonesia melalui kuesioner dan dianalisis menggunakan teknik Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa sikap terhadap sponsor, kesesuaian antara sponsor dan acara, serta keterlibatan dalam aktivitas seperti MPL memiliki pengaruh signifikan terhadap asosiasi merek dan niat beli. Penelitian ini juga mengkonfirmasi peran penting asosiasi merek dalam memprediksi niat beli.Penelitian ini memberikan wawasan penting bagi pemasar dan menyarankan arah untuk penelitian di masa mendatang.
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In recent years, the world has witnessed rapid growth in esports sponsor. Various industries, ranging from Hardware, FMCG, Music, to Automotive, have utilized esports sponsor to achieve their business goals in the highly potential esports market. A prominent example is the Mobile Legends Professional League (MPL), which has become an important platform for various brands to reach a wide audience and engage. However, research on esports sponsor is still very limited, especially those related to its effectiveness on branding and sales. Therefore, this study aims to develop a conceptual model for esports and evaluate how esports sponsor can influence Asosiasi Mereks and consumer Minat Beliions. Data was collected from gamers in Indonesia through a questionnaire and analyzed using Structural Equation Modeling (SEM) techniques. The results of the study show that attitudes towards sponsors, the suitability between sponsors and events, and involvement in activities such as MPL have a significant influence on Asosiasi Mereks and Minat Beliions. This study also confirms the important role of Asosiasi Mereks in predicting Minat Beliions.This study provides important insights for marketers and suggests directions for future research.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Esports, Sponsor esports, Pengaruh sponsor, Niat beli, Asosiasi merek, Mobile Legends Professional League (MPL),SEM., Esports, Esports sponsor, Sponsor effectiveness, Purchase Inten, Brand Association, Mobile Legends Professional League (MPL),SEM.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Jeshen Oktavian Nathanel
Date Deposited:	01 Aug 2025 08:28
Last Modified:	01 Aug 2025 08:28
URI:	http://repository.its.ac.id/id/eprint/126061

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