WIBOWO, SATRIA (2025) PENGARUH BRAND AMBASSADOR WINDAH BASUDARA TERHADAP BRAND AWARENESS TIM E-SPORT RRQ. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital era, E-Sports has grown rapidly as both an entertainment industry and a new career opportunity for younger generations. Many brands adopt marketing communication strategies through public figures who resonate with their audiences, such as brand ambassadors. This study focuses on Windah Basudara, a popular gaming content creator appointed as RRQ’s brand ambassador since 2021. Windah Basudara is considered a strategic choice due to his alignment with the VisCAP model—Visibility, Credibility, Attraction, and Power. This model assesses the compatibility between a brand ambassador’s character and the brand’s communication goals. The study aims to determine the extent to which Windah influences RRQ’s brand awareness. The research uses a quantitative approach with a survey method targeting 100 followers of @teamrrq on Instagram, selected via purposive sampling. Data were analyzed using simple linear regression. The results show that all four VisCAP dimensions significantly influence RRQ's brand awareness. This indicates that selecting the right public figure as a brand ambassador can enhance a brand’s image and presence, particularly in the competitive E-Sports industry. This study contributes to digital marketing communication literature, especially in the E-Sports context, and highlights the importance of alignment between the ambassador’s persona and the brand’s values. Keywords: Brand Ambassador, Brand Awareness, VisCAP, E-Sports, Marketing Communication. Di era digital, E-Sport berkembang pesat sebagai industri hiburan dan profesi baru bagi generasi muda. Banyak brand menggunakan strategi komunikasi pemasaran melalui figur publik yang memiliki kedekatan dengan audiens, salah satunya brand ambassador. Penelitian ini berfokus pada Windah Basudara, content creator gaming populer yang menjadi brand ambassador tim E-Sport RRQ sejak 2021. Penunjukan Windah Basudara dinilai strategis karena ia memenuhi unsur VisCAP (Visibility, Credibility, Attraction, dan Power). Model VisCAP digunakan untuk mengukur kesesuaian antara karakter brand ambassador dengan tujuan komunikasi brand. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Windah terhadap brand awareness tim RRQ. Metode yang digunakan adalah pendekatan kuantitatif melalui survei terhadap 100 pengikut akun Instagram @teamrrq, dengan teknik purposive sampling. Data dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa keempat dimensi VisCAP berpengaruh signifikan terhadap peningkatan brand awareness RRQ. Hal ini membuktikan bahwa pemilihan figur publik yang tepat dapat memperkuat citra dan eksistensi brand di industri E-Sport. Penelitian ini memberikan kontribusi dalam bidang komunikasi pemasaran digital, khususnya dalam konteks e-sport, dan menyoroti pentingnya kesesuaian karakter brand ambassador dengan nilai merek. Kata Kunci: Brand Ambassador, Brand Awareness, VisCAP, E-Sport, Komunikasi Pemasaran.
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