ANALISIS UPAYA DIPLOMASI KORPORAT MOONTON SHANGHAI TECHNOLOGY DALAM MENGEKSPANSI PASAR INDONESIA MELALUI PRODUK GAME MOBILE LEGENDS:BANG-BANG

Ronauli Pardede, . (2024) ANALISIS UPAYA DIPLOMASI KORPORAT MOONTON SHANGHAI TECHNOLOGY DALAM MENGEKSPANSI PASAR INDONESIA MELALUI PRODUK GAME MOBILE LEGENDS:BANG-BANG. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research analyzes the Corporate Diplomacy efforts of MOONTON Shanghai Technology in expanding the market in Indonesia through Mobile Legends: Bang-bang (MLBB). The focus is on MOONTON's strategies to attract Indonesian players and make MLBB the most popular mobile game in the country. A descriptive qualitative method with a case study approach was used to analyze MOONTON's strategies. Data from document analysis shows that MOONTON collaborates with the government, player communities, and esports tournament organizers. MOONTON adapts game content to local culture, incorporating Indonesian-inspired characters and themes. Social media and local artists are used for promotion and to build a player community. Regular esports tournaments increase MLBB's popularity in Indonesia. The research findings indicate that MOONTON's Corporate Diplomacy has successfully increased MLBB's market share in Indonesia.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 2010412142] [Pembimbing : Asep Kamaluddin] [Penguji 1 : Sophiana Widiastutie] [Penguji 2 : Laode Muhammad Fathun]
Uncontrolled Keywords: Corporate Diplomacy, MOONTON Shanghai Technology, Mobile Legends:Bang-bang, Indonesian Market, esports.
Subjects: J Political Science > JZ International relations
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Hubungan Internasional (S1)
Depositing User: RONAULI PARDEDE
Date Deposited: 07 Oct 2024 07:48
Last Modified: 07 Oct 2024 07:48
URI: http://repository.upnvj.ac.id/id/eprint/31578

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