AJI, RIZKY KESUMA (2025) PENGARUH MARKETING PUBLIC RELATION TERHADAP LOYALITAS FANS REX REGUM QEON (Survei pada followers Instagram @rrq_kingdom.jabodetabek). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the influence of Marketing Public Relations on the loyalty of Rex Regum Qeon (RRQ) fans, a prominent esports organization in Indonesia. The research focuses on the followers of the Instagram account @rrq_kingdom.jabodetabek as the population of the study. The background of this research is based on the importance of Marketing Public Relations in maintaining fan loyalty within the highly competitive esports industry, especially considering the declining number of RRQ match viewers year by year. This study applies the basic concept of Marketing Public Relations. The dimensions of MPR in this research consist of pull strategy (attracting), push strategy (encouraging), and pass strategy (influencing). Fan loyalty is measured through three indicators: repeat purchase, retention, and referrals. The Stimulus-Response Theory is used as a theoretical foundation to observe the relationship between stimuli in the form of MPR activities and the fan loyalty response. A quantitative approach was employed using a survey method. Data collection was conducted through the distribution of questionnaires to 100 respondents selected using purposive sampling. The data obtained were then analyzed using simple linear regression with SPSS version 24 software. The results of the study indicate that Marketing Public Relations has a positive and significant effect on the loyalty of Rex Regum Qeon fans. Marketing Public Relations accounts for 61.7% of the variance in Fan Loyalty, suggesting a relatively strong relationship between the two variables. Keywords: Marketing Public Relations, Fan Loyalty, Esports, Rex Regum Qeon, Instagram Latar belakang penelitian ini didasari oleh pentingnya peran Marketing Public Relations dalam mempertahankan loyalitas fans di industri esports yang sangat kompetitif, terlebih dengan adanya penurunan jumlah penonton pertandingan RRQ dari tahun ke tahun. Penelitian ini menggunakan konsep dasar Marketing Public Relations. Dimensi MPR dalam penelitian ini mencakupi atas pull strategy (menarik), push strategy (mendorong), beserta pass strategy (mempengaruhi). Loyalitas fans diukur melalui tiga indikator yaitu repeat purchase, retention, dan referrals. Teori Stimulus-Response digunakan sebagai landasan teoritis untuk melihat hubungan antara stimulus berupa kegiatan MPR dengan respon loyalitasfans. Penelitian ini mempergunakan pendekatan kuantitatif melalui metode survei. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang dipilih melalui purposive sampling. Data yang diperolehkan berikutnya dianalisis mempergunakan regresi linier sederhana melalui software SPSS versi 24. Hasil penelitian memperlihatkan bahwasanya Marketing Public Relations memengaruhi dengan positif dan signifikan terhadap loyalitas fans Rex Regum Qeon. Marketing Public Relations menjelaskan 61,7% variasi yang terjadi pada Loyalitas Fans, menunjukkan bahwa hubungan antara kedua variabel tersebut cukup kuat. Kata Kunci: Marketing Public Relations, Loyalitas Fans, Esports, Rex Regum Qeon, Instagram
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 25 112 |
| NIM/NIDN Creators: | 44221010191 |
| Uncontrolled Keywords: | Marketing Public Relations, Loyalitas Fans, Esports, Rex Regum Qeon, Instagram |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 12 Jun 2025 08:43 |
| Last Modified: | 12 Jun 2025 08:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95773 |
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