KOL MARKETING DAN SOCIAL MEDIA MARKETING, MANAKAH YANG LEBIH BERPENGARUH TERHADAP IN APP PURCHASE DECISION DI GAME HONOR OF KINGS?: Survei terhadap followers Instagram @honorofkings.indonesia

    Lazuardi Dimas Prasetyo, - and Vanessa Gaffar, - and Asep Miftahuddin, - (2025) KOL MARKETING DAN SOCIAL MEDIA MARKETING, MANAKAH YANG LEBIH BERPENGARUH TERHADAP IN APP PURCHASE DECISION DI GAME HONOR OF KINGS?: Survei terhadap followers Instagram @honorofkings.indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Honor of Kings, sebagai pendatang baru di industri game MOBA (Multiplayer Online Battle Arena), berhasil mengejutkan pasar global dengan meraih 50 juta pemain dan pendapatan sebesar 170 juta dolar hanya dalam satu bulan sejak perilisan. Namun, terdapat tren penurunan pendapatan tahunan berdasarkan grafik revenue game ini. Penelitian ini bertujuan untuk menganalisis dan membandingkan pengaruh KOL Marketing dan Social Media Marketing terhadap keputusan pembelian dalam aplikasi (In-App Purchase Decision) pada game Honor of Kings. Metode penelitian yang digunakan adalah kuantitatif dengan desain kausalitas untuk mengetahui hubungan antara dua variabel independen KOL Marketing dan Social Media Marketing terhadap variabel dependen yaitu In-App Purchase Decision. Data dikumpulkan melalui kuesioner dengan kriteria responden: pengguna aktif game Honor of Kings, pengikut akun Instagram @honorofkings.indonesia, pernah melihat promosi dari KOL, dan telah melakukan pembelian dalam aplikasi. Jumlah responden sebanyak 404 orang. Analisis data dilakukan menggunakan teknik PLS-SEM (Partial Least Squares - Structural Equation Modeling). Hasil penelitian menunjukkan bahwa KOL Marketing, Social Media Marketing, dan In-App Purchase Decision berada pada kategori tinggi. Terdapat pengaruh positif dan signifikan antara KOL Marketing terhadap In-App Purchase Decision, serta antara Social Media Marketing terhadap In-App Purchase Decision. Namun, KOL Marketing memiliki pengaruh yang sedikit lebih besar. Temuan ini menegaskan bahwa Honor of Kings perlu mengoptimalkan strategi pemasaran yang ada dengan fokus lebih besar pada KOL Marketing, namun tetap menjaga keseimbangan terhadap strategi Social Media Marketing agar efektivitas pemasaran tetap optimal. Honor of Kings, a new competitor in the Multiplayer Online Battle Arena (MOBA) gaming industry, made a significant impact upon its global release by gaining 50 million players and generating $170 million in revenue within the first month. However, annual revenue charts indicate a declining trend over time. This study aims to analyze and compare the influence of KOL (Key Opinion Leader) Marketing and Social Media Marketing on in-app purchase decisions in the game Honor of Kings. A quantitative research method with a causal research design was employed to examine the relationship between two independent variablesKOL Marketing and Social Media Marketing and the dependent variable, In-App Purchase Decision. Data were collected through a questionnaire with specific respondent criteria: active users of the Honor of Kings game, followers of the Instagram account @honorofkings.indonesia, individuals who have seen KOL promotions for the game, and those who have made in-app purchases. The total number of respondents was 404. Data analysis was conducted using PLS-SEM (Partial Least Squares - Structural Equation Modeling). The results show that KOL Marketing, Social Media Marketing, and In-App Purchase Decision fall into the high category. Both KOL Marketing and Social Media Marketing have a positive and significant influence on in-app purchase decisions. Notably, KOL Marketing demonstrates a slightly stronger influence. These findings suggest that Honor of Kings should not only maintain but also optimize its current marketing strategies. It is recommended that the game focuses more on KOL Marketing while maintaining a balanced Social Media Marketing approach to ensure an effective and sustainable marketing strategy.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=agQsUycAAAAJ ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Asep Miftahuddin: 6750370
    Uncontrolled Keywords: KOL Marketing, Social Media Marketing, In-app Purchase Decision, Honor of Kings KOL Marketing, Social Media Marketing, In-app Purchase Decision, Honor of Kings
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Lazuardi Dimas Prasetyo
    Date Deposited: 12 Sep 2025 08:27
    Last Modified: 12 Sep 2025 08:27
    URI: http://repository.upi.edu/id/eprint/138553

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