STRATEGI BRAND ACTIVATION TIM E-SPORTS RRQ MELALUI SPECIAL EVENT (Studi Kasus Event RRQ Keliling

Setiawan, Ryandhika Rezky (2026) STRATEGI BRAND ACTIVATION TIM E-SPORTS RRQ MELALUI SPECIAL EVENT (Studi Kasus Event RRQ Keliling. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

The e-sports industry in Indonesia is growing rapidly, characterized by audiences who have strong emotional attachments to their supported teams. In conditions of fluctuating team performance, e-sports teams are required to maintain relationships with their fan communities to maintain loyalty. Conventional one-way marketing communications are considered incapable of building such relational closeness. Therefore, brand activation is used as a communication strategy to revitalize brand messages oriented towards relationships and family values with fans. This study aims to analyze the brand activation strategy implemented by the RRQ e-sports team through the RRQ Keliling Kota activity in building closeness with fans and explain the reasons for the relevance of this strategy compared to conventional promotions. This study uses a descriptive qualitative approach with a single holistic case study method. Data collection was conducted through in-depth interviews with RRQ internal parties, activity participants, and expert triangulators, supplemented by field observations and documentation. Data validity was tested through source triangulation and expert triangulation. Data analysis was conducted using pattern matching techniques with reference to the concept of brand activation strategy. The research results show that RRQ's brand activation strategy emphasizes direct interaction, two-way communication, and the involvement of internal team figures to build emotional and social connections with the fan community. This strategy is considered more relevant than conventional promotions because it rekindles the sense of camaraderie and strengthens fan loyalty on an ongoing basis.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	brand activation, e-sports, marketing communications, fan community, loyalty.
Subjects:	Communication Science > Marketing Communications Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi
Depositing User:	Ryandhika Rezky Setiawan
Date Deposited:	18 Feb 2026 07:47
Last Modified:	18 Feb 2026 07:47
URI:	https://repository.bakrie.ac.id/id/eprint/13037

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