ZULKARNAIN, MUHAMMAD BOZYAR and Murti, Krisna and Yogsunandar, Harry (2025) STRATEGI KOMUNIKASI PEMASARAN HONOR OF KINGS DALAM MENARIK MINAT UNDUH REMAJA DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.
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Abstract
4. This study aims to explore how Honor of Kings implements its marketing communication strategy to attract download interest in Palembang City. The object of this research is Honor of Kings, a new entrant in the MOBA (Multiplayer Online Battle Arena) game industry, which requires specific strategies to build brand awareness and attract more users. This research uses a qualitative approach, with data collection techniques including interviews, observation, and documentation. The study applies the marketing mix theory, which consists of four key dimensions: product, price, place, and promotion. The findings reveal that Honor of Kings has implemented marketing communication efforts aligned with the 4P marketing mix. Through various promotional strategies, Honor of Kings succeeded in reaching a significant number of downloads during the initial launch period. However, the brand still needs to improve and maintain consistency in both product development and marketing efforts in order to compete with its existing competitors.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | 07-Faculty of Social and Politic Science > 70201-Communication Science (S1) |
| Depositing User: | Muhammad Bozyar Zulkarnain |
| Date Deposited: | 30 Jul 2025 08:28 |
| Last Modified: | 30 Jul 2025 08:28 |
| URI: | http://repository.unsri.ac.id/id/eprint/181731 |
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