PENGARUH STRATEGI DIGITAL MARKETING DAN KETERLIBATAN KOMUNITAS E-SPORT TERHADAP PENINGKATAN PENJUALAN VAGOS MERCH
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i10.p02Keywords:
digital marketing; e-sport community; marketing strategy; merchandise; sales growthAbstract
Perkembangan teknologi digital telah mengubah cara pemasaran, dengan digital marketing menjadi strategi utama bagi perusahaan dalam menjangkau konsumen. Penelitian ini menyoroti Team Vagos, organisasi E-sports di Indonesia, yang meluncurkan Vagos Merch sebagai lini bisnis baru. Walaupun memiliki komunitas besar dan keterlibatan tinggi di media sosial, penjualan merchandise belum optimal. Penelitian bertujuan menganalisis pengaruh strategi digital marketing dan peran komunitas E-sports terhadap peningkatan penjualan Vagos Merch. Metode kuantitatif digunakan dengan menyebarkan kuesioner kepada 309 responden, kemudian dianalisis menggunakan regresi linear berganda. Hasil menunjukkan strategi digital marketing berpengaruh negatif signifikan terhadap penjualan, sedangkan keterlibatan komunitas E-sports berpengaruh positif signifikan. Temuan ini menandakan adanya digital fatigue di kalangan konsumen, sekaligus menegaskan pentingnya interaksi dan loyalitas komunitas dalam memengaruhi keputusan pembelian. Implikasi penelitian ini adalah perlunya evaluasi strategi digital marketing agar lebih relevan, personal, dan tidak menimbulkan kejenuhan. Selain itu, pendekatan berbasis komunitas dapat menjadi kunci peningkatan efektivitas penjualan. Dengan demikian, penelitian ini berkontribusi pada pengembangan literatur pemasaran digital dan manajemen komunitas, serta dapat menjadi acuan bagi penelitian selanjutnya di bidang serupa.
The rise of digital technology has transformed marketing, with digital marketing becoming a primary strategy to reach consumers. This study examines Team Vagos, an Indonesian E-sports organization that launched Vagos Merch as a new business line. Despite a large community and strong social media engagement, merchandise sales have not met expectations. The research analyzes the effects of digital marketing strategies and E-sports community involvement on sales performance. Using a quantitative method, data were collected from 309 respondents and analyzed with multiple linear regression. Results show that digital marketing strategies had a significant negative impact on sales, while E-sports community involvement had a significant positive effect. These findings suggest consumer digital fatigue and emphasize the role of community interaction and loyalty in driving purchases. The study highlights the need for more relevant, personalized marketing and stronger community-based approaches. It contributes to digital marketing and community management literature in Indonesia and provides guidance for future research.
References
Abbas, M., Thahir, T., Umar, R., & Irwandi, S. (2025). Pengaruh Digital Content Marketing , Influencer Credibility , dan Interaktivitas Media Sosial terhadap Loyalitas Merek di Kalangan Generasi Z. PARADOKS Jurnal Ilmu Ekonomi Vol., 8(2), 1084–1092. https://doi.org/10.57178/paradoks.v8i2.1277
De Veirman, M., Hudders, L., & Nelson, M. R. (2020). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future
Research. Frontiers in Psychology.
Islam, J., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Mandira, I. M. C., & Suputra, I. D. G. W. D. (2023). Analisis Perilaku Konsumen Dalam Keputusan Pembelian Item Virtual Pada Game Online Valorant. Jurnal Ilmu Ekonomi & Sosial, 14(1), 74–82. https://doi.org/10.35724/jies.v14i1.5090
Mere, K., Puspitasari, D., Asir, M., Rahayu, B., & Mas’ud, M. I. (2024). Peran Konten Interaktif dalam Membangun Keterlibatan Konsumen dan Memperkuat Kesetiaan Merek: Tinjauan pada Platform Media Sosial dan Situs Web Perusahaan. Journal of Economic, Bussines and Accounting (COSTING), 7(3), 5455–5556. https://doi.org/10.31539/costing.v7i3.9361
Moorman, C., & Day, G. S. (2016). Organizing for Marketing Excellence. Journal of Marketing, 80(6), 6–35. http://www.jstor.org/stable/44134972
Nursyamsi, S. E., Siregar, N., & Nurahlina, N. (2022). Strategi Komunikasi Pemasaran Toska Fashion Dalam Meningkatkan Customer Engagement Melalui Media Sosial Instagram. Ikon --Jurnal Ilmiah Ilmu Komunikasi, 27(2), 140–154. https://doi.org/10.37817/ikon.v27i2.1901
Pathirana, D., & Abeysekera, N. (2021). Reviewing the Concepts of Brand Community, Brand Tribalism and Brand Cult on Relationship Marketing in Sri Lankan Building Material Sector Effect of COVID-19 and Strategic Response A preview on future trends in Sri Lanka’s Construction Industry View proje. International Journal of Recent Innovations in Academic Research, 5(8), 72–84. https://www.ijriar.com/
Pine, B. J., & Gilmore, J. H. (n.d.). The Experience Economy: Competing for Customer Time, Attention, and Money. In 2019. Harvard Business Press.
Purnomo, Y. J. (2023). Digital marketing Strategy to Increase Sales Conversion on E-commerce Platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54–62. https://doi.org/10.61100/adman.v1i2.23
Rialti, R., Caliandro, A., Zollo, L., & Ciappei, C. (2018). Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences. Spanish Journal of Marketing - ESIC, 22(2), 122–141. https://doi.org/10.1108/SJME-03-2018-0011
Sijabat, L., Rantung, D. I., & Mandagi, D. W. (2023). The Role of Social Media Influencers in Shaping Customer Brand Engagement and Brand Perception. Jurnal Manajemen Bisnis, 9(2), 280–288.
https://doi.org/10.33096/jmb.v9i2.459
Siti Mulasih, & Aep Saefullah. (2024). Tren Pemasaran Digital: Analisis Perbandingan Platform Media Sosial Facebook Ads Dan Google Ads. Jurnal Riset Rumpun Ilmu Ekonomi, 3(1), 89–101. https://doi.org/10.55606/jurrie.v3i1.2768
Tajfel, H., & Turner, C. (2021). An Integrative Theory of Intergroup Conflict (Issue January). https://doi.org/10.13140/RG.2.2.30820.60809
Tarabieh, S. M. Z. A. (2022). The Impact of Social-media Marketing Activities on Consumers’ Loyalty Intentions: The Mediating Roles of Brand Awareness, Consumer Brand Engagement and Brand Image. Jordan Journal of Business Administration, 18(4), 477–499. https://doi.org/10.35516/jjba.v18i4.455
Tarigan, S. P., & Manafe, L. A. (2025). Pengaruh Komunitas Online Dan Pemasaran Digital Dengan Keinginan Bermain Terhadap Loyalitas Pengguna Game Online Mobile Legend Di Surabaya. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(4), 33–45.
Watajdid, N. I., Lathifah, A., Andini, D. S., & Fitroh, F. (2021). Systematic Literature Review: Peran Media Sosial Instagram Terhadap Perkembangan Digital marketing. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 20(2), 163–179. https://doi.org/10.14710/jspi.v20i2.163-179
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ridho Bayu Saputro, Ni Komang Prasiani, Gede Puspa
This work is licensed under a Creative Commons Attribution 4.0 International License.
