Pengaruh Konten Media Sosial Instagram @mpl.id.official Terhadap Minat Menonton Kompetisi Mobile Legends Professional League Indonesia
Abstract
This study aims to examine the influence of Instagram social media content from the account @mpl.id.official on viewers’ interest in watching the Mobile Legends Professional League Indonesia (MPL ID). The background of this research is based on the increasing popularity of e-sports among young generations and the strategic role of social media as a source of information, promotion, and audience engagement in e-sports events. Instagram @mpl.id.official serves as the primary platform for delivering MPL ID-related content, making it relevant to analyze its impact on audience viewing interest. This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 171 respondents who are followers of the Instagram account @mpl.id.official. The collected data were analyzed using simple linear regression analysis to determine the relationship between Instagram content and viewing interest. The results indicate that Instagram social media content has a positive and significant effect on viewing interest in MPL ID competitions, with a t-value of 9.154 and a significance level of p < 0.001. The coefficient of determination (R²) is 0.331, indicating that Instagram content contributes 33% to viewers’ interest in watching MPL ID. These findings conclude that the more attractive and high- quality the content presented on Instagram @mpl.id.official, the higher the audience’s interest in watching MPL ID competitions. Keywords: social media, Instagram, content, viewing interest, e-sports.
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