Motivasi penonton live streaming valorant: pendekatan means end chain theory dari perspektif penonton aktif, proplayer, dan analis

Monica, Monica (2024) Motivasi penonton live streaming valorant: pendekatan means end chain theory dari perspektif penonton aktif, proplayer, dan analis. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam era digital yang terus berkembang, live streaming game telah menjadi fenomena yang sangat populer, dan salah satu contoh yang signifikan adalah Valorant. Penelitian ini bertujuan untuk menyelidiki motivasi dan preferensi berbagai kelompok penonton yang terlibat dalam menonton live streaming Valorant. Melalui pendekatan Means-End Chain Theory, penelitian ini memahami faktor-faktor yang mendorong setiap kelompok penonton, termasuk penonton aktif, Proplayer, dan analis, serta mengidentifikasi tujuan akhir yang mereka harapkan dari pengalaman menonton tersebut. Metodologi penelitian ini melibatkan wawancara laddering dengan menggunakan teknik Purposive sampling, memungkinkan penyelidikan mendalam terhadap pemikiran responden. Hasil penelitian ini mengungkapkan perbedaan yang signifikan dalam motivasi antara kelompok penonton yang berbeda. Penonton aktif cenderung menekankan hiburan dan relaksasi, dengan penekanan khusus pada unsur humor dalam streaming. Mereka juga menghargai kualitas gambar dan suara yang tinggi serta interaksi sosial dengan streamer. Di sisi lain, kelompok Proplayer dan analis lebih fokus pada aspek strategis dan kompetitif dari streaming. Mereka menggunakan platform ini sebagai alat pembelajaran untuk meningkatkan keterampilan bermain, mengembangkan strategi, dan mempersiapkan diri untuk pertandingan mendatang. Kualitas streaming, interaksi streamer-penonton, dan aspek hiburan juga tetap penting dalam preferensi mereka. Kesimpulannya, penelitian ini memberikan wawasan yang mendalam tentang preferensi dan motivasi beragam kelompok penonton dalam industri live streaming game Valorant. Hasil ini dapat menjadi landasan penting bagi penyiar dan penyelenggara streaming dalam merancang konten yang lebih menarik dan relevan untuk memenuhi kebutuhan penonton yang berbeda. Dengan memahami perbedaan ini, mereka dapat meningkatkan pengalaman menonton dan memperluas basis penonton mereka. / In the ever-evolving digital era, live streaming of video games has become an immensely popular phenomenon, with Valorant being a significant example. This research aims to investigate the motivations and preferences of various audience groups engaged in watching Valorant live streams. Utilizing the Means-End Chain Theory approach, this study seeks to comprehend the factors driving each audience group, including active viewers, pro players, and analysts, and to identify their ultimate objectives in the context of the viewing experience. The research methodology involves laddering interviews using Purposive sampling techniques, enabling an in-depth exploration of respondent perspectives. The results of this study reveal significant differences in motivations among different audience groups. Active viewers tend to prioritize entertainment and relaxation, with a particular emphasis on the humor elements within streaming content. They also value high-quality visuals and audio, as well as social interactions with streamers. On the other hand, pro players and analysts focus more on the strategic and competitive aspects of streaming. They utilize the platform as a learning tool to enhance their gaming skills, develop strategies, and prepare for upcoming matches. Streaming quality, streamer-audience interaction, and entertainment aspects also remain crucial in their preferences. In conclusion, this research provides profound insights into the preferences and motivations of diverse audience groups within the live streaming industry of Valorant gaming. These findings can serve as a vital foundation for streamers and streaming event organizers to design content that is more engaging and relevant to meet the varying needs of their audiences. By understanding these differences, they can enhance the viewing experience and expand their viewer base.

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