The Effect of Mobile Legends Social Media Engagement on the Perception of Game Image among SMAN 5 Jakarta Students
DOI:
https://doi.org/10.55927/jsih.v5i2.18Keywords:
Social Media Engagement, Brand Image, Mobile Legends, Engagement, Digital CommunicationAbstract
This study aims to analyze the influence of social media engagement on the perceived brand image of Mobile Legends: Bang Bang among students of SMAN 5 Jakarta. Social media engagement in this study is measured through three dimensions: cognitive engagement, affective engagement, and behavioral engagement. This research employs a quantitative approach using a survey method, where data were collected through questionnaires distributed to 30 respondents who are students of SMAN 5 Jakarta. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that social media engagement has an influence on game brand image perception, where each engagement dimension contributes to shaping students’ perceptions of the game. Cognitive engagement relates to information processing, affective engagement relates to emotional responses, and behavioral engagement relates to users’ active interactions on social media. This study is expected to contribute to the development of digital communication studies, particularly in understanding the role of social media in shaping the image of digital products among adolescents.
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