Published: 2025-08-01
Pemanfaatan Tournament Mobile Legends Sebagai Media Promosi Dalam Meningkatkan Daya Tarik Pelanggan pada Berto Coffee, Cumedak, Sumberjambe, Jember
DOI: 10.35870/jemsi.v11i4.4365
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Abstract
This study aims to determine the use of Mobile Legends tournaments as a promotional media in increasing customer attraction at Berto Coffee, Cumedak, Sumberjambe, Jember. This study has objectives that include: (1) to determine Berto Coffee's strategy in utilizing Mobile Legends tournaments, (2) to determine the effectiveness of Mobile Legends tournaments as a promotional media, and (3) to determine the impact of Mobile Legends tournaments on customer attraction. This study uses a qualitative research method with a descriptive approach. Data were collected through observation, interviews, and documentation. The data obtained were then analyzed using qualitative descriptive data analysis techniques. The results of the study are expected to provide an overview of effective promotional strategies through Mobile Legends tournaments and their impact on increasing the number of visitors and customer loyalty at Berto Coffee. The results of the study indicate that the Mobile Legends tournament held by Berto Coffee is an effective promotional strategy in attracting customer interest. This strategy has succeeded in increasing visits, creating customer engagement, and strengthening Berto Coffee's image as a place that supports the interests and communities of young people. The tournament also has a positive impact on customer loyalty and word of mouth promotion through social media.
Keywords
Mobile Legends Tournament ; Promotional Media ; Customer Attraction ; Event Marketing
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 4 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i4.4365
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Abdul Wakil
Program Studi Pendidikan Ekonomi, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.
Pudhak Prasetiyorini
Program Studi Pendidikan Ekonomi, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.
Febrina Gerhani
Program Studi Pendidikan Ekonomi, Universitas PGRI ARGOPURO Jember, Jl. Jawa No. 10, Tegal Boto Lor, Sumbersari, Kec. Sumbersari, Kabupaten Jember, Jawa Timur.
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