Mobile Legends sebagai Strategi Pemasaran: Game Mobile Penarik Pelanggan dari Moonton

DOI: https://doi.org/10.63416/mrb.v2i2.283
Keywords: Mobile legends, Gamifikasi, , pemasaran inovatif, E-Sports, Influencer

Abstract

Penelitian ini menganalisis penggunaan Mobile Legend, sebuah permainan mobile populer, sebagai strategi pemasaran oleh Moonton untuk menarik dan mempertahankan pelanggan. Dalam era digital saat ini, permainan mobile telah berkembang menjadi platform yang efektif untuk interaksi merek dengan audiens yang luas. Moonton, pengembang Mobile Legend, memanfaatkan fitur-fitur dalam game seperti kolaborasi dengan merek terkenal, turnamen e-sports, serta penawaran item virtual berbayar sebagai bagian dari strategi pemasaran mereka. Tujuan penelitian ini adalah mengeksplorasi dampak strategi pemasaran tersebut terhadap keterlibatan pelanggan, loyalitas merek, dan peningkatan daya tarik terhadap produk Moonton. Metodologi penelitian ini menggunakan pendekatan kualitatif dengan analisis konten dari kampanye pemasaran, serta survei kepada pemain Mobile Legend. Hasil penelitian menunjukkan bahwa strategi pemasaran melalui game mobile efektif dalam menciptakan keterikatan emosional dan komunitas loyal di kalangan pemain. Selain itu, kolaborasi dengan merek dan turnamen global berperan signifikan dalam meningkatkan eksposur Moonton di pasar global. Penelitian ini diharapkan memberikan wawasan baru mengenai potensi permainan mobile sebagai alat pemasaran yang inovatif di industri game.

Author Biographies

Johannes Baptista Halik, Universitas Kristen Indonesia Paulus

Dosen pada Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Kristen Indonesia Paulus, Makassar, Indonesia

Maiercherinra Daud, Universitas Kristen Indonesia Paulus

Dosen pada Program Studi Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Kristen Indonesia Paulus, Makassar, Indonesia

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Published
2025-01-14
How to Cite
Halik, J. B., & Daud, M. (2025). Mobile Legends sebagai Strategi Pemasaran: Game Mobile Penarik Pelanggan dari Moonton. Journal of Marketing Management and Innovative Business Review, 2(2), 7-14. https://doi.org/10.63416/mrb.v2i2.283
Issue
Vol. 2 No. 2 (2024): Mariobre, December 2024 (ISSN : 3031-4208)
Section
Articles

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