Anggajaya, Michael (2019) Determinan Motivasi Konsumen dalam Mengunjungi Acara E-Sports Secara Langsung Sebagai Rekomendasi Strategi Pemasaran yang Tepat. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri game terus bertumbuh dengan pesat, terutama di Indonesia dimana julah pemain yang aktif sangatlah besar. Perkembangan ini juga menimbulkan fenomena yang disebut e-sports. Acara e-sports sudah bermunculan di banyak tempat, dari skala lokal hingga skala internasional yang menyediakan peminat game banyak pilihan hiburan. Di Indonesia acara e-sports juga sudah lebih dikenal masyarakat terutama dengan dukungan pemerintah dalam penyelenggaraannya (Azis, 2019; Shiftanto, 2019), namun jumlah pengunjung acara e-sports di Indonesia masih kurang maksimal (Firdaus, 2018). Penelitian ini bertujuan untuk mencari tahu determinan motivasi konsumen dalam mengunjungi acara e-sports secara langsung, menganalisis karakteristik pengunjung, dan mengukur tingkat loyalitas konsumen dari pengunjung acara e-sports. Desain penelitian yang digunakan adalah konklusif deskriptif multiple cross-sectional. Data dikumpulkan melalui penyebaran kuesioner pada dua acara e-sports di Surabaya dan disebarkan secara online. Sebanyak 180 data responden lolos screening dan diolah menggunakan Structural Equation Modeling (SEM), Analysis of Variance (ANOVA), dan Customer Loyalty Index (CLI). Hasil analisis menemukan bahwa keterlibatan acara berpengaruh positif terhadap pengalaman acara yang konsumen rasakan. Kemudian pengalaman acara yang dirasakan terbukti memiliki pengaruh positif terhadap loyalitas konsumen. Selain itu, terdapat perbedaan signifikan diantara beberapa kelompok amatan terhadap variabel penelitian. Pada bagian akhir penelitian, terdapat implikasi manajerial yang dapat menjadi masukan bagi para penyelenggara acara e-sports di Indonesia, seperti memperhatikan fasilitas yang disajikan dalam acara untuk meningkatkan pengalaman acara pengunjung, dan meningkatkan interaksi antara penyelenggara acara dengan pengunjung melalui kuis, booth interaktif, ataupun pembentukan komunitas pemain game.
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Game industry has been growing rapidly, especially in Indonesia where the number of active players is humongous. This growth creates a phenomenon called e-sports. E-sports events have emerged in many places, from local scale to international scale which provide game enthusiasts with lots of entertainment choices. In Indonesia e-sports events have become more familiar to the public, furthermore with the support of government during the execution (Azis, 2019; Shiftanto, 2019), but the number of e-sports events visitors is still not maximum (Firdaus, 2018). This research seeks to find the determinant of consumer motivation in attending e-sports events directly, analyze visitors characteristics, and measure consumer loyalty level of e-sports events visitors. Research design used in this research is conclusive-descriptive multiple cross-sectional. Data was obtained through questionnaire distribution in two e-sports events in Surabaya as well as online channel. 180 respondents data passed the screening and the data was analyzed using Structural Equation Modeling (SEM), Analysis of Variance (ANOVA), and Customer Loyalty Index (CLI). The findings show that event involvement has positive effect towards visitors’ event experience. Subsequently, event experience has positive effect towards consumer loyalty. Beside that, there are some significant differences between observation groups towards research variables. In the end of ths research, there are managerial implications that can be suggested for e-sports event organizers in Indonesia, such as improving the event facility to enhance visitors event experience, and increase the interaction between e-sports event organizers and visitors through quiz, interactive booth, or establishment of gamer community.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.314 Ang d-1 |
| Uncontrolled Keywords: | ANOVA, CLI, Determinan Motivasi Konsumen, E-Sports, Keterlibatan Acara, Loyalitas Konsumen, SEM |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Anggajaya Michael |
| Date Deposited: | 08 Apr 2025 06:10 |
| Last Modified: | 08 Apr 2025 06:10 |
| URI: | http://repository.its.ac.id/id/eprint/67407 |
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