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"Skripsi terapan ini akan mengukur efektivitas konten MVP Weekly terhadap penyajian berita esports pada audiens Instagram MVP Magazine. Penelitian ini menggunakan metode kuantitatif eksperimen kuasi dengan desain one-group pretest-posttest, penelitian ini mengukur perubahanpada indikator Reach, Followers dan Engagement Rate sebelum dan sesudah MVP Weekly diterbitkan. Data dikumpulkan melalui Instagram Insights dan Meta Business Suite yang akan dianalisis dengan uji statistik deskriptif serta paired sample t-test. Hasil penelitian menunjukkan bahwa implementasi konten MVP Weekly berdampak signifikan terhadap efektivitas penyajian berita esports. Pengolahan data statistik menggunakan uji paired sample t-test, dimana tiga indikator utama yakni Reach, Followers, dan Engagement Rate menunjukkan peningkatan dengan nilai signifikansi < 0,05. Perancangan visual hingga publikasi konten MVP Weekly disusun berdasarkan prinsip Media Richness Theory, daya tarik visual, serta teknik copywriting dimana semua teori terbukti relevan untuk memperkuat efektivitas penyampaian informasi serta respons audiens secara kuantitatif. Berdasarkan hasil penelitian yang dilakukan, MVP Weekly terbukti berhasil menjadi konten yang mendorong penyajian berita dan penyebaran informasi yang efektif kepada audiens Instagram MVP Magazine. Penelitian ini diharapkan dapat menjadi acuan bagi pengembang konten digital di media sosial, khususnya dalam ranah industri esports yang terus berkembang.

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This applied thesis aims to measure the effectiveness of MVP Weekly content in presenting esports news to the audience of MVP Magazine's Instagram. This research uses a quantitative quasi-experimental method with a one-group pretest-posttest design, assessing changes in the indicators of Reach, Followers, and Engagement Rate before and after the publication of MVP Weekly. Data were collected through Instagram Insights and Meta Business Suite, and analyzed using descriptive statistical tests and paired sample t-tests. The results show that the implementation of MVP Weekly content has a significant impact on the effectiveness of esports news presentation. Statistical data processing using paired sample t-tests indicates that the three key indicators—Reach, Followers, and Engagement Rate—showed increases with significance values of p < 0.05. The visual design and publication of MVP Weekly content were developed based on the principles of Media Richness Theory, visual appeal, and copywriting techniques—all of which were proven relevant in enhancing the effectiveness of information delivery and audience response quantitatively. Based on the findings, MVP Weekly has proven to be an effective content strategy for presenting news and disseminating information to the audience of MVP Magazine's Instagram. This study is expected to serve as a reference for digital content developers on social media, particularly within the rapidly growing esports industry."

"Skripsi terapan ini meneliti efektivitas konten giveaway untuk meningkatkan jumlah followers pada media berita esports MVP Magazine di Instagram. Peneliti menggunakan metode eksperimen kuasi dengan desain one-group pretest-posttest, penelitian ini menganalisis perubahan jumlah followers dan beberapa indikator lain sebelum dan sesudah giveaway. Data dikumpulkan melalui Instagram Insights dan dianalisis dengan uji normalitas, statistik deskriptif serta paired t-test. Hasil penelitian menunjukkan bahwa efektivitas konten giveaway memiliki dampak signifikan terhadap peningkatan jumlah followers. Pengolahan data statistik menggunakan uji t-test berpasangan mengacu pada tiga indikator utama yaitu followers, interaction dan reach. Nilai uji dari tiga indikator tersebut berada dibawah < 0,05 dimana hal itu memenuhi bahwa data signifikan. Perencanaan hingga penyajian konten disusun dengan berpegang teguh pada prinsip teori SOR. Pembuatan visual serta copywriting yang berdasar pada teori media sosial instagram terbukti relevan untuk memperkuat nilai konten giveaway dalam menarik audiens baru. Berdasarkan hasil penelitian yang dijalankan, Konten giveaway terbukti berhasil dalam meningkatkan jumlah followers serta berpengaruh pada dua indikator lainnya. Penelitian ini diharapkan bisa menjadi contoh bagi perkembangan media berita digital terutama di industri esports.

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This applied thesis investigates the effectiveness of giveaway content in increasing the number of followers on the esports news media account MVP Magazine on Instagram. The researcher employed a quasi-experimental method using a one-group pretest-posttest design to analyse changes in follower count and several other key indicators before and after the giveaway. Data were collected through Instagram Insights and analysed using normality testing, descriptive statistics, and a paired t-test. The results show that giveaway content has a significant impact on follower growth. Statistical data processing using the paired t-test referred to three main indicators: followers, interaction, and reach. The test results for all three indicators yielded p-values below 0.05, indicating statistical significance. The planning and presentation of the content were based on the principles of the Stimulus-Organism-Response (SOR) theory. The visual design and copywriting grounded in Instagram Social media Theory, Proved effective in enhancing the value of giveaway content in attracting new audiences. Based on the findings, giveaway content was shown to successfully increase the number of followers and influence the other two indicators. This study is expected to serve as a reference for the development of digital news media, particularly within the esports industry."