Strategi Pemasaran Honor Of Kings dalam Meningkatkan Loyalitas Pengguna Global
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.3039Keywords:
Marketing Strategy, User Loyalty, Mobile Games, Cultural Adaptation, Digital MarketingAbstract
This study aims to analyze the marketing strategies implemented by Honor of Kings to increase user loyalty in the global market. The method used a descriptive qualitative approach, with data collected through in-depth interviews, observations, and documentation studies. The results show that Honor of Kings' marketing strategy involves a combination of digital marketing, collaboration with local influencers, cultural adaptation, and strengthening the gaming community. Adapting content to local cultural preferences is key to creating emotional closeness with users. Furthermore, regular content updates and two-way interaction with players through the community strengthen user loyalty. These findings suggest that a marketing strategy oriented towards local values and culture can increase player engagement and retention in a competitive global market.References
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