Pengaruh Sponsorship, Media Sosial Online, dan Celebrity Endorsement terhadap Brand Awareness Produk Aksesoris Gaming Merek Sades
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Abstract
Online games are no longer considered time-wasting activities. In the past, online games were limited to Personal Computers which had to be connected to an internet cable, but now online games can be accessed anywhere with wireless internet either via a laptop or smartphone. In Gamergear.net's global online game peripherals catalog, there are currently 66 gaming peripherals brands worldwide, one of which is the Sades brand. Sades entered Indonesia through their official distributor PT Indigital Trading in 2011. At first, Sades Indonesia only sold Headset products, and now there are various types of products being sold, namely Headsets, Earphones, Keyboards, Mouse, Mousepad, CPU Case, and CPU Fan. Apart from maintaining the best product quality in its class, Sades Indonesia uses several ways to maintain its Brand Awareness, as 1) Sponsorship for gaming competitions both regional and national, 2) Actively creating content on social media, namely on Instagram, Facebook, and Youtube, 3) Celebrity female gamer, Olivia Gosandra, from 2016 to 2019 as Endorser Sades in Indonesia. This study aims to determine how significant sponsorship, online social media, and celebrity endorsements are for the brand awareness of Sades gaming accessories products in Indonesia. Data obtained from questionnaires distributed via Google Form. The sample used in this study was 80 respondents with the help of SmartPLS version 3.3.2.
Permainan game online atau dalam bahasa Indonesia nya disebut gim daring tidak lagi dianggap sebagai kegiatan yang membuang waktu. Dahulu gim daring terbatas hanya di Komputer Personal (Personal Computer) yang harus tersambung kabel internet akan tetapi saat ini gim daring dapat diakses dimanapun dengan internet nirkabel baik melalui laptop maupun smartphone. Dalam katalog game peripheral online global Gamergear.net, terdapat 66 merek game peripheral di seluruh dunia saat ini, salah satu nya adalah merek Sades.
Sades masuk ke Indonesia melalui distributor resmi mereka PT Indigital Trading di tahun 2011. Sades Indonesia di awal hanya menjual produk Headset, dan saat ini sudah ada bermacam-macam jenis produk yang dijual yaitu Headset, Earphone, Keyboard, Mouse, Mousepad, CPU Case, dan CPU Fan. Selain dari menjaga kualitas produk yang terbaik di kelas nya, Sades Indonesia menggunakan beberapa cara untuk menjaga Brand Awareness mereka yaitu: 1) Sponsorship pada kejuaraan gaming baik regional maupun nasional, 2) Aktif membuat konten di social media yaitu di Instagram, Facebook, dan Youtube, 3) Celebrity Gamer Wanita yaitu Olivia Gosandra dari tahun 2016 hingga 2019 sebagai Endorser Sades di Indonesia. Penelitian ini bertujuan untuk mengetahui seberapa signifikan sponsorship, media sosial online dan celebrity endorsement terhadap brand awareness produk aksesoris gaming Sades di Indonesia. Data diperoleh dari kuesioner yang disebar melalui Google Form. Sampel yang digunakan dalam penelitian ini sebanyak 80 responden dengan bantuan SmartPLS versi 3.3.2.
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