Yogyakarta: BounabooksĪndreani, Fransisca., 2007, Experiential Marketing, Jurnal Manajemen Pemasaran, Sebuah Pendekatan Pemasaran, Vol. Fakultas Teknologi Industri UPN Veteran YogyakartaĪji,Z.C, 2012. Keywords: Content, Influencer, Experential Marketing, Customer Engagement, and Online GamesĪgus Hermawan, 2019, Internet Game Online. The results of this study indicated that (1) variable content has a positive and significant effect on customer engagement, (2) influencer variables have a positive and significant effect on customer engagement, (3) experential marketing variables have a positive and significant effect on customer engagement, and (4) content, influencers and experential marketing variables have a positive and significant effect on customer engagement.
Partially, content adoption, influencer, and experential marketing have a positive and significant influence towards customer engagement on online games in Denpasar. Then, the data were analysed by using SPSS. Data collection techniques used were observation and questionnaires. This study used quantitative data analysis method. The purposes of this study are 1) to determine the effect of content marketing on the process of forming customer engagement in online game applications, 2) to find out the influence of influencers on the process of forming customer engagement in online game applications, 3) to determine the effect of experiential marketing on the process of forming customer engagement in online game applications, and 4) to find out whether there is a simultaneous influence between content marketing, influencers, and exprential marketing to customer engagement on online games in Denpasar.
Additionally, the government really appreciate and support the world of online gaming sports or well-known as e-sport. Online games nowadays are easy to be played anywhere and anytime with good image quality. It can be seen from the download increasement of online games on a number of platforms such as Playstore, Appstore, and also steam chart. This study was motivated by the rapid development of online games in Indonesia particularly in Denpasar City.
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