PENGARUH STRATEGI DIGITAL MARKETING DAN KETERLIBATAN KOMUNITAS E-SPORT TERHADAP PENINGKATAN PENJUALAN VAGOS MERCH
DOI:
https://doi.org/10.24843/EJMUNUD.2025.v14.i10.p02Kata Kunci:
digital marketing; komunitas e-sport; merchandise; peningkatan penjualan; strategi pemasaranAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh strategi digital marketing dan keterlibatan komunitas E-Sport terhadap peningkatan penjualan Vagos Merch. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan desain deskriptif dan kausal. Strategi digital marketing meliputi media sosial, iklan digital, dan marketplace, sedangkan keterlibatan komunitas E-Sport diukur melalui indikator kerjasama, komunikasi, dan kepercayaan. Data dikumpulkan melalui survei kepada 309 responden anggota komunitas Vagos E-Sport yang aktif. Hasil penelitian menunjukkan bahwa strategi digital marketing dan keterlibatan komunitas E-Sport memiliki pengaruh positif dan signifikan terhadap peningkatan penjualan Vagos Merch, baik secara parsial maupun simultan. Kesimpulan ini menegaskan pentingnya sinergi antara strategi pemasaran digital dan dukungan komunitas dalam meningkatkan performa penjualan produk.
This study aims to analyze the influence of digital marketing strategies and E-Sport communities on the sales growth of Vagos Merch. A quantitative approach with descriptive and causal design was employed. Digital marketing strategies included social media, digital advertising, and marketplaces, while the E-Sport community was measured through indicators of cooperation, communication, and trust. Data were collected through surveys of 309 active members of the Vagos E-Sport community. The results indicate that digital marketing strategies and E-Sport communities have a positive and significant impact on the sales growth of Vagos Merch, both partially and simultaneously. This conclusion emphasizes the importance of synergy between digital marketing strategies and community support in enhancing product sales performance.
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