Efektivitas Iklan Mobile Legends : Bang Bang dalam Membangun Perilaku Gamers Universitas Sumatera Utara E-Sports Community

Abstract

This research entitled “ The Effectiveness of Mobile Legends: Bang Bang Advertisements in Shaping the Behavior of Gamers in University of Sumatera Utara E-sports Community”. The objective of this research is to analyza and determine the extent to which the effectiveness of Mobile Legends advertisements influences the behaviour of gamers in USU E-sports Community. The theoretical framework of this research is based on Marketing Mix Theory, Consumer Behavior Theory, and The Hierarchy od Effects Theory. The effectiveness of advertisements is measured using the Customer Response Index model. This research adopts a quantitative approach with a sample size of 74 respondents, selected through purposive sampling with an accidental sampling approach. The research employs quantitative methods, and the collected data is analyzed using appropriate statistical tests to determine the significance of the relationship betweet the two variables. The data analysis techniques utilized in this research include single-table analysis, cross-tabulation analysis, and hypothesis testing using the Spearman Correlation formula in SPSS 27.0. The findings indicate that the alternative hypothesis is accepted, confirming a significant relationship between the effectiveness of Mobile Legends advertisements and the behavior of gamers in USU E-sports Community. This conclusion is supported by the hypothesis test results, which reveal a Spearman correlation coefficient (ρ) of 0.918 with p-value < 0.001. Moreover, the advertising effectiveness score, measured through the Customer Response Index model, is 76% demonstrating that Mobile Legends advertisements are effective. Specifically, the breakdown of advertising effectiveness is as follows: awareness (97%), comprehension (95%), interest (95%), intention (93%), and action (93%). These results suggest that Mobile Legends advertisements play significant role in shaping the behavior of gamers in USU E-sports Community.