PERAN INFLUENCER DALAM MEMPROMOSIKAN GAME DYNASTY WARRIORS ORIGINS (STUDI DESKRIPTIF KUALITATIF PADA CHANNEL YOUTUBE @GEMASHOWINDO DALAM PROMOSI GAME DYNASTY WARRIOR ORIGIN)

Ibnu Rafli, NIM.: 18107030012 (2025) PERAN INFLUENCER DALAM MEMPROMOSIKAN GAME DYNASTY WARRIORS ORIGINS (STUDI DESKRIPTIF KUALITATIF PADA CHANNEL YOUTUBE @GEMASHOWINDO DALAM PROMOSI GAME DYNASTY WARRIOR ORIGIN). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The rise of digital marketing has positioned influencers as key figures in the gaming industry's promotional strategies. This descriptive qualitative study examines the role of the YouTube influencer @GemaShowIndo in promoting the game Dynasty Warriors: Origins. Utilizing the theoretical frameworks of influencer characteristics (credibility, expertise, attractiveness, parasocial relationships) and the AISAS model, this research analyzes data from in-depth interviews with three audience members, supplemented by observation and documentation of the influencer's video content. The findings reveal that the influencer's role is effectively manifested through four key perceived attributes: credibility, built on transparency and balanced reviews; deep expertise in the game series; personal attractiveness in communication style; and a strong parasocial relationship with his audience. These characteristics successfully guide the audience through the Attention, Interest, and Search stages of the AISAS model, strongly fostering an intent to act. However, the study finds that progression to the final Action (e.g., downloading the game) and Share stages is significantly impeded by external factors, primarily the audience's technical limitations (device specifications). Therefore, this research concludes that while an influencer's role is highly dominant in creating desire and interest, the final conversion to action is ultimately contingent upon the audience's real-world capabilities, highlighting a crucial boundary to the effectiveness of influencer marketing

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