The influence of content, influencer, and experiential marketing on customer engagement of online game applications

Authors

  • Sari Dewi Aprialita Universitas Pendidikan Nasional
  • Desak Made Febri Purnama Sari

Abstract

This study was motivated by the rapid development of online games in Indonesia particularly in Denpasar City. It can be seen from the download increasement of online games on a number of platforms such as Playstore, Appstore, and also steam chart. Online games nowadays are easy to be played anywhere and anytime with good image quality. Additionally, the government really appreciate and support the world of online gaming sports or well-known as e-sport. 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. This study used quantitative data analysis method. Data collection techniques used were observation and questionnaires. Then, the data were analysed by using SPSS. Partially, content adoption, influencer, and experential marketing have a positive and significant influence towards customer engagement on online games in Denpasar. 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.

Keywords: Content, Influencer, Experential Marketing, Customer Engagement, and Online Games

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2020-11-27

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