ADJI, CHRISTIAN DAMAR (2025) PENGARUH PENGGUNAAN SOSIAL MEDIA INSTAGRAM TERHADAP BRAND IMAGE MOBILE LEGENDS PROFESIONAL LEAGUE INDONESIA (@mpl.id.official) (SURVEY KEPADA FOLLOWERS INSTAGRAM @mpl.id.official). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the era of globalization like today, technology has developed very rapidly and many people have also started and are even proficient in using and utilizing technology. One of the most influential social media apps is Instagram. As one of the most popular social media platforms, it is used by various industries, including the esports industry, to increase interaction with audiences and strengthen brand image. The purpose of this study is to find out the extent of the influence of the social media Instagram @mpl.id.official on the brand image of Mobile Legends Professional League Indonesia. The researcher focused on two variables, namely the instructional communication variable (variable X), the Social Media variable Instagram, and the (variable Y) Brand Image. This study uses descriptive quantitative with a type of survey research. The theory used in this study is the Stimulus-Response theory. Sampling was done using accidental sampling. The sample population is 100 Instagram Followers @mpl.id.officia. The data results were processed using SPSS through linear regression test, determination coefficient test, F test, and T test. Based on the Model Summary table, a correlation coefficient (R) value of 0.492 was obtained, which indicates a positive relationship with a fairly strong strength between the X variable (Instagram social media) and the Y variable (brand image). The R Square value of 0.242 shows that 24.2% of the variation in the brand image variable can be explained by the use of Instagram social media. Meanwhile, the remaining 75.8% is explained by other factors outside of this model. Keyword : Media Social, Brand Image, Instagram, MPL Pada era globalisasi seperti saat ini, teknologi sudah berkembang sangat pesat dan sudah banyak orang juga yang sudah mulai dan bahkan mahir dalam menggunakan dan memanfaatkan teknologi. Salah satu aplikasi media sosial yang paling berpengaruh adalah Instagram. Sebagai salah satu platform media sosial yang paling populer, digunakan oleh berbagai industri, termasuk industri esports, untuk meningkatkan interaksi dengan audiens dan memperkuat brand image. Tujuan dari penelitian ini yaitu, untuk mengetahui sejauh mana pengaruh dari sosial media instagram @mpl.id.official terhadap brand image Mobile Legends Profesional League Indonesia. Fokus peneliti pada dua variabel yaitu varibel komunikasi instruksional (variabel X) variabel Sosial Media Instagram dan (variabel Y) Brand Image. Penelitian ini menggunakan kuantitatif deskriptif dengan jenis penelitian survei. Teori yang digunakan pada penelitian ini adalah teori Stimulus-Respons. Pengambilan sampel menggunakan accidental sampling. Populasi sampel sebanyak 100 Followers Instagram @mpl.id.official. Hasil data diolah menggunakan SPSS melalui uji regresi linear, uji koefisien determinasi, uji F, dan uji T. Berdasarkan tabel Model Summary, diperoleh nilai koefisien korelasi (R) sebesar 0,492, yang menunjukkan adanya hubungan positif dengan kekuatan yang cukup kuat antara variabel X (sosial media Instagram) dengan variabel Y (brand image). Nilai R Square sebesar 0,242 menunjukkan bahwa sebesar 24,2% variasi pada variabel brand image dapat dijelaskan oleh penggunaan sosial media Instagram. Sementara itu, sisanya sebesar 75,8% dijelaskan oleh faktor lain di luar model ini. Kata Kunci : Sosial Media, Brand Image, Instagram, MPL
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