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Pengaruh Keahlian Brand Ambassador RRQ pada Minat Menonton

Abstract. The Indonesian e-sports industry has experienced rapid growth, particularly through the Mobile Legends Professional League Indonesia (MPL ID), which attracts millions of viewers each season. Team RRQ, as one of the leading teams, utilizes Brand Ambassadors (BAs) to strengthen its image and enhance audience engagement. This study aims to analyze the influence of RRQ Brand Ambassadors' expertise on the interest in watching MPL ID Season 14 in Bandung. The research employed a quantitative correlational method with a survey approach. The population consisted of RRQ fans in Bandung who watched MPL ID Season 14, with a sample of 88 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire, which was tested for validity and reliability. The data were analyzed using simple linear regression to examine the influence of BAs' expertise on viewing interest. The results indicate that the expertise of RRQ Brand Ambassadors has a positive and significant impact (R² = 0.455) on increasing audience interest in MPL ID. This finding highlights that the BAs' expertise in e-sports, public communication, and building emotional connections with fans plays a crucial role in attracting audiences. Abstrak. Industri e-sports di Indonesia mengalami perkembangan pesat, salah satunya melalui turnamen Mobile Legends Professional League Indonesia (MPL ID) yang berhasil menarik jutaan penonton setiap musim. Team RRQ sebagai salah satu tim besar memanfaatkan Brand Ambassador (BA) untuk memperkuat citra dan meningkatkan keterlibatan audiens. Penelitian ini bertujuan untuk menganalisis pengaruh keahlian Brand Ambassador RRQ terhadap minat menonton MPL ID Season 14 di Bandung. Metode penelitian yang digunakan adalah kuantitatif korelasional dengan pendekatan survei. Populasi penelitian adalah penggemar RRQ di Bandung yang menonton MPL ID Season 14, dengan sampel sebanyak 88 responden yang ditentukan melalui purposive sampling. Instrumen pengumpulan data berupa kuesioner berskala Likert, yang diuji validitas dan reliabilitasnya. Data dianalisis menggunakan regresi linier sederhana untuk menguji pengaruh variabel keahlian BA terhadap minat menonton. Hasil penelitian menunjukkan bahwa keahlian Brand Ambassador RRQ berpengaruh positif dan signifikan (R² = 0,455) terhadap peningkatan minat menonton MPL ID. Temuan ini mengindikasikan bahwa keahlian BA dalam memahami e-sports, komunikasi publik, dan membangun kedekatan emosional dengan penggemar berperan penting dalam menarik audiens

Universitas Islam Bandung (Unisba)

Hasbi Fathurrahman Indri Rachmawati Erik Setiawan

Bandung Conference Series: Public Relations

2025

Title: Pengaruh Keahlian Brand Ambassador RRQ pada Minat Menonton

Description:

Abstract.

The Indonesian e-sports industry has experienced rapid growth, particularly through the Mobile Legends Professional League Indonesia (MPL ID), which attracts millions of viewers each season.

Team RRQ, as one of the leading teams, utilizes Brand Ambassadors (BAs) to strengthen its image and enhance audience engagement.

This study aims to analyze the influence of RRQ Brand Ambassadors' expertise on the interest in watching MPL ID Season 14 in Bandung.

The research employed a quantitative correlational method with a survey approach.

The population consisted of RRQ fans in Bandung who watched MPL ID Season 14, with a sample of 88 respondents selected through purposive sampling.

Data were collected using a Likert-scale questionnaire, which was tested for validity and reliability.

The data were analyzed using simple linear regression to examine the influence of BAs' expertise on viewing interest.

The results indicate that the expertise of RRQ Brand Ambassadors has a positive and significant impact (R² = 0.

455) on increasing audience interest in MPL ID.

This finding highlights that the BAs' expertise in e-sports, public communication, and building emotional connections with fans plays a crucial role in attracting audiences.

Abstrak.

Industri e-sports di Indonesia mengalami perkembangan pesat, salah satunya melalui turnamen Mobile Legends Professional League Indonesia (MPL ID) yang berhasil menarik jutaan penonton setiap musim.

Team RRQ sebagai salah satu tim besar memanfaatkan Brand Ambassador (BA) untuk memperkuat citra dan meningkatkan keterlibatan audiens.

Penelitian ini bertujuan untuk menganalisis pengaruh keahlian Brand Ambassador RRQ terhadap minat menonton MPL ID Season 14 di Bandung.

Metode penelitian yang digunakan adalah kuantitatif korelasional dengan pendekatan survei.

Populasi penelitian adalah penggemar RRQ di Bandung yang menonton MPL ID Season 14, dengan sampel sebanyak 88 responden yang ditentukan melalui purposive sampling.

Instrumen pengumpulan data berupa kuesioner berskala Likert, yang diuji validitas dan reliabilitasnya.

Data dianalisis menggunakan regresi linier sederhana untuk menguji pengaruh variabel keahlian BA terhadap minat menonton.

Hasil penelitian menunjukkan bahwa keahlian Brand Ambassador RRQ berpengaruh positif dan signifikan (R² = 0,455) terhadap peningkatan minat menonton MPL ID.

Temuan ini mengindikasikan bahwa keahlian BA dalam memahami e-sports, komunikasi publik, dan membangun kedekatan emosional dengan penggemar berperan penting dalam menarik audiens.

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Pengaruh Keahlian Brand Ambassador RRQ pada Minat Menonton

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