PERAN ATMOSFER SOSIAL TERHADAP INTENSI PERILAKU PENONTON DENGAN RESPON AFEKTIF SEBAGAI MEDIATOR PADA PLAYOFF MPL INDONESIA SEASON 14

    Alifia Nurfathi Sofyan, - and Ahmad Hudaiby Galih Kusumah, - (2025) PERAN ATMOSFER SOSIAL TERHADAP INTENSI PERILAKU PENONTON DENGAN RESPON AFEKTIF SEBAGAI MEDIATOR PADA PLAYOFF MPL INDONESIA SEASON 14. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh atmosfer sosial terhadap respon afektif serta dampaknya terhadap intensi perilaku penonton pada event esports, khususnya pada Playoff Mobile Legends Professional League (MPL) Season 14 yang diselenggarakan di Kota Bandung. Menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM), penelitian ini menguji lima dimensi atmosfer sosial, yaitu kepadatan sosial, perilaku yang sesuai, kesamaan, aktivitas cosplay, dan perilaku bersorak, serta peran mediasi respon afektif dalam mempengaruhi intensi perilaku. Data dikumpulkan dari 249 penonton yang hadir secara langsung dan dianalisis menggunakan AMOS. Hasil penelitian menunjukkan bahwa dimensi kesamaan, aktivitas cosplay, dan perilaku bersorak berpengaruh signifikan terhadap respon afektif, sementara kepadatan dan perilaku yang sesuai tidak signifikan. Respon afektif juga terbukti memediasi pengaruh tidak langsung dari kesamaan dan cosplay terhadap intensi perilaku. Temuan ini menegaskan pentingnya menciptakan atmosfer sosial yang interaktif dan inklusif untuk meningkatkan keterlibatan emosional dan loyalitas penonton dalam event esports. Implikasi praktis bagi penyelenggara event adalah fokus pada pengembangan aktivitas cosplay dan penguatan identifikasi sosial antar peserta guna mendorong kunjungan ulang dan rekomendasi positif. This study aims to analyze the influence of social atmospherics on affective response and behavioral intention of spectators at esports events, specifically the Playoff Mobile Legends Professional League (MPL) Season 14 held in Bandung. Employing a quantitative approach through Structural Equation Modeling (SEM), this research examines five dimensions of social atmospherics: social density, suitable behavior, similarity, cosplay activity, and cheering behavior, along with the mediating role of affective response in affecting behavioral intention. Data was collected from 249 live attendees and analyzed using AMOS software. The results indicate that the dimensions of similarity, cosplay activity, and cheering behavior significantly affect affective response, while social density and suitable behavior are not significant. Affective response was also found to mediate the indirect effects of similarity and cosplay on behavioral intention. These findings highlight the importance of fostering an interactive and inclusive social atmosphere to enhance emotional engagement and loyalty among esports spectators. Practical implications for event organizers include focusing on developing cosplay activities and reinforcing social identification among participants to encourage repeat attendance and positive recommendations.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Ahmad Hudaiby Galih Kusumah: 5989818
    Uncontrolled Keywords: Atmosfer Sosial, Respon Afektif, Intensi Perilaku, Esports, MPL Season 14, Mobile Legends Social Atmospherics, Affective Response, Behavioral Intention, Esports, MPL Season 14, Mobile Legends
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > H Social Sciences (General)
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Alifia Nurfathi Sofyan
    Date Deposited: 24 Sep 2025 06:53
    Last Modified: 24 Sep 2025 06:53
    URI: http://repository.upi.edu/id/eprint/140523

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